The Future of Scotland’s International Tourism Markets

I Yeoman, C Greenwood,, U McMahon-Beattie

Research output: Contribution to journalArticle

10 Citations (Scopus)

Abstract

This paper explains the rationale behind a tourism marketing strategy prepared for Scotland, as an example of a small-nation destination. In 1985, a typical international tourist to Scotland would have been be described as ‘American, over-50 and interested in heritage’, whereas today the typical tourist is ‘European, under-35 and interested in culture’. The change can be explained within the context of global tourism trends, which provide an insightful explanation of this transformation. Looking to the future, the prospects up to 2025 are assessed in this paper, based upon future trends and UN WTO projections. Is that future to be based upon arrivals from North America, European or the Rest of the World? Whatever the scenario, a strategy is presented that captures the essence of Scotland's international tourism expectations based upon key drivers and market prospects. In a highly competitive market, Scotland should focus on markets that it can win and that can contribute towards the industry's ambition to grow the economic value of tourism by 50% by the year 2015 through strong branding and a focused marketing proposition.
LanguageEnglish
Pages387-395
JournalFutures
Volume41
Issue number6
DOIs
Publication statusPublished - 2008

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International tourism
Scotland
Tourists
Tourism
Branding
Competitive market
Marketing
Heritage
Future trends
Scenarios
Destination
United Nations
Economic value
Tourism marketing
Rationale
Industry
Marketing strategy

Cite this

Yeoman, I ; Greenwood, C ; McMahon-Beattie, U. / The Future of Scotland’s International Tourism Markets. In: Futures. 2008 ; Vol. 41, No. 6. pp. 387-395.
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note = "Reference text: Mintel, What the Brits do on Holiday: Leisure Intelligence, Mintel International Group Limited, London, November 2005. [2]B. Fearis, Thomas Cook takes ‘responsible tourism’ initiative [online], 2006. Available from: www.travelmole.com/printable.php?news_id=109097 [Accessed 7 July 2006]. [3]World Tourism Organisation, Tourism 2020 Vision Vo l7: global forecasts and profiles of market segments, WTO, Spain, 2001. [4]I. Yeoman, A. Durie, U. McMahon-Beattie, A. Palmer Capturing the essence of a brand from its history. The case of Scottish tourism marketing Journal of Brand Management, 13 (2) (2005), pp. 134–147 Full Text via CrossRef [5]Anon, The Weekly Magazine, vol. XVIII, Archives of the National Library of Scotland, Edinburgh, 1972. [6]A. Durie Holidaying in Scotland: Tourism in Scotland c1780–1939 Tuckwell Press, Edinburgh (2002) [7]S. Nenadic Land, the landed and relationship with England S.J. Connolly, R.A. Houston, R.J. Morris (Eds.), Conflict, Identity and Economic Development in Scotland and Ireland, John Donald, Edinburgh (1995) [8]E. Miller Edinburgh International Festival 1947–1997 Scholar Press, Edinburgh (1996) [9]E. Hobsbawn, On History, Weiden and Nicholson, London, 1997. [10]N. Hood, J. Peat, E. Peters, S. Young Introduction N. Hood, J. Peat, E. Peters, S. Young (Eds.), Scotland in a Global Economy, Palgrave, London (2002) [11]World Tourism Organisation World Overview and Tourism Topics World Tourism Organisation, Madrid (2004) [12]J. Allsop, Premium pricing, Paper presented at the Future Foundation Changing Lives Conference, 2nd December, Queen Elizabeth Conference Centre, London, 2004. [13]M. Silverstein, N. Fiske, J. Butman Trading Up: The New American Luxury (2nd edition)Portfolio, New York (2005) [14]R. Kuklmann Why is revenue management is not working? Journal of Revenue and Pricing Management, 2 (4) (2004), pp. 378–387 [15]WTM, UK & European Travel Report [online], 2005. Available from www.hospitalitynet.org [Accessed 24 May 2006]. [16]nVision, Prospects for the UK holiday and tourism industry, nVision, UK, 2005. Accessed at www.nvisiononline.net on the 1st September 2006. [17]I. Yeoman, C. Munro, U. McMahon-Beattie Tomorrow's world, consumer and tourist Journal of Vacation Marketing, 12 (2) (2006), pp. 174–190 Full Text via CrossRef [18]Office of National Statistics (ONS), Visits and spending by UK residents abroad and overseas residents in the UK [online], 2006. Available from: www.statistics.gov.uk/statbase/tsdataset.asp?vlnk=683&more=Y [Accessed 8 June 2006]. [19]Office of National Statistics, International Passenger Survey (IPS) [online], 2006. Available from: http://www.statistics.gov.uk/StatBase/tsdataset.asp?vlnk=683&Pos=3&ColRank=1&Rank=192 [Accessed 1 September 2006].",
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The Future of Scotland’s International Tourism Markets. / Yeoman, I; Greenwood, C; McMahon-Beattie, U.

In: Futures, Vol. 41, No. 6, 2008, p. 387-395.

Research output: Contribution to journalArticle

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AB - This paper explains the rationale behind a tourism marketing strategy prepared for Scotland, as an example of a small-nation destination. In 1985, a typical international tourist to Scotland would have been be described as ‘American, over-50 and interested in heritage’, whereas today the typical tourist is ‘European, under-35 and interested in culture’. The change can be explained within the context of global tourism trends, which provide an insightful explanation of this transformation. Looking to the future, the prospects up to 2025 are assessed in this paper, based upon future trends and UN WTO projections. Is that future to be based upon arrivals from North America, European or the Rest of the World? Whatever the scenario, a strategy is presented that captures the essence of Scotland's international tourism expectations based upon key drivers and market prospects. In a highly competitive market, Scotland should focus on markets that it can win and that can contribute towards the industry's ambition to grow the economic value of tourism by 50% by the year 2015 through strong branding and a focused marketing proposition.

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