Developing a scenario planning process using a blank piece of paper,

Research output: Contribution to journalArticle

28 Citations (Scopus)

Abstract

VisitScotland is the national tourism organisation for Scotland, primarily responsible for marketing Scotland as a destination. The agency is also the Scottish Executive's (Government) principal adviser on policy matters relating to tourism and has the ambition to be the best national tourism organisation in the world. In order to reach this goal, it is committed to futures thinking, in particular using scenario planning in order to frame this thinking. This paper describes how VisitScotland designed a scenario planning process based upon three clusters: A scenario planning group, environmental scanning; and a forecasting model/economic analysis.
Original languageEnglish
Pages (from-to)273-285
JournalTourism and Hospitality Research
Volume5
Issue number3
DOIs
Publication statusPublished - 2005

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