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.
|Journal||Tourism and Hospitality Research|
|Publication status||Published - 2005|
Bibliographical noteReference text: Baral, A., Baral, S. and Morgan, N. (2003)
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