Press release -
The real deal
Tourism businesses offering “authentic Scottish experiences” must always bear in mind that authenticity is a “fluid and subjective concept”, according to VisitScotland.
In a new paper, the national tourism organisation’s Insight department has identified “Selective Authenticity” as a top trend for 2015, pointing out that tourism businesses should be aware that ‘authentic’ means different things to different people.
Chris Greenwood, Senior Tourism Insight Manager at VisitScotland, said: “Authentic experiences can mean different things to different people. For example, to some an authentic trip to Edinburgh might involve a trip to the Castle, the sound of bagpipes and shopping for tartan, while to others it might mean going shopping in Multrees Walk or enjoying the capital’s nightlife.
“The experience is defined by individual visitors. And, in this increasingly personalised consumer economy, awareness of your customers’ requirements remains key. There is a place for all levels of authentic interpretation – traditional and modern, contemporary and kitsch – but it needs to be genuine, true to your product and connected to your customer.”
Other trends identified by the VisitScotland Insight team include Value Disparity, which sees consumers avoiding companies that implement hidden costs, and Emotional Uncertainty – where certain demographics take fewer risks and conduct more research before making purchases or planning trips.
The VisitScotland Trends for 2015 paper is designed to give the tourism industry have an informed outlook for the year ahead, helping them to meet the challenges of today’s marketplace.
http://www.visitscotland.org/pdf/Insights%20Trends%202015_4.pdf
ENDS
For further information contact:
| Tom Maxwell Corporate Press Officer Tel: 0131 472 2409 tom.maxwell@visitscotland.com Out of hours media enquiries: 07699 766986 |
Topics
- Tourism
Categories
- corporate communications
Regions
- Scotland
Notes to Editors:
- Follow us on twitter: @visitscotnews
- VisitScotland is Scotland’s national tourism organisation. Its core purpose is to maximise the economic benefit of tourism to Scotland.
- The organisation has three key roles:
- To market Scotland to all parts of the world to attract visitors
- To provide information – and inspiration – to visitors and potential visitors so they get the best out of a visit to Scotland
- To provide quality assurance to visitors and quality advice to the industry and partners to help the industry meet and strive to exceed customer expectations
- VisitScotland works together with tourism businesses to make tourism a success for everyone and ensure the industry continues to grow.
- The organisation employs 700 people and has offices and VisitScotland Information Centres across Scotland.
- 2014 is the year Scotland welcomes the world, when it hosts the Glasgow Commonwealth Games, the Ryder Cup at Gleneagles and more than 800 Homecoming events throughout the country.For more information on Homecoming Scotland 2014, go to www.visitscotland.com
- The VisitScotland Information Centre network is a unique face-to-face channel engaging with around five million visitors and locals each year. Everyone who uses a VisitScotland Information Centre goes on to spend an additional £5.35, generating over £24 million for Scotland’s economy.
- According to a recent Deloitte study, tourism employs 270,000 people in Scotland in 20,000 diverse businesses. The same study calculates that the industry contributes £11 billion annually (direct and indirect impact, including day visits) and supports around 10 per cent of employment in Scotland. Almost 16 million tourists take overnight trips to Scotland.
- Where possible, a Gaelic speaker will be made available for broadcast interviews on request (Far an tèid iarraidh, agus far am bheil sin nar comas, bruidhinnidh neach le Gàidhlig aig agallamh)
- For holiday information on Scotland go to www.visitscotland.com
- For information about business tourism in Scotland go to www.conventionscotland.com
- For more information on VisitScotland’s annual review please go to www.visitscotland.org/about_us/our_focus/annual_report.aspx
