Developing a scenario planning process using a blank piece of paper

Authors: Ian Yeoman; Una McMahon-Beattie

Source: Tourism and Hospitality Research, Volume 5, Number 3, February 2005 , pp. 273-285(13)

Publisher: Palgrave Macmillan

Key:

- Free Content

- New Content

- Subscribed Content

- Free Trial Content

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.

Keywords: tourism; scenario planning; process; Scotland

Document Type: Regular paper

The full text electronic article is available for purchase. You will be able to download the full text electronic article after payment.

$43.00 plus tax Refund Policy