Tourist Destination: Scotland

This report focuses on Scotland as a tourist destination, highlighting its characteristics and the significance of tourism, leisure, and events for the destination. It provides an overview of the trend of tourism demand for Scotland.

TOURIST DESTINATION
INTRODUCTION
A tourist attraction is a place of interest where tourists visit, typically for its inherent or an exhibited natural or
cultural value, historical significance, natural or built beauty, offering leisure and amusement. Present report will
lay emphasis on Scotland as a tourist destination. Report will lay emphasis on tourism system to introduce the
destination and its characteristics. It will also focus on the significance of tourism, leisure and event industries for
the destination. Assignment will provide an overview of the trend of tourism demand for this destination.
It has been analyzed that tourism has significant impact on domestic and international
growth of city. In the year 2010, travel and tourism in Scotland has almost contributed
£6 billion to Scottish GDP. The Scotland tourism industry has created employment
opportunities for about 1.8 billion people directly or indirectly. This has led to increase
in living standard of people, significantly making their life better. Tourism in Scotland
is also important which always promoting their beautiful places which mainly
representing their culture and also been solving issues related to employment for many
of unemployed workers. It has led to increase in GDP of city which is really necessary
for growth of city. The hosting the significant event in city therefore, representing as
unique opportunity to rethink the destination. The events may be related to the sports,
cultural. For Example- Irish tourism product that mainly combined with the people and
place. The event has over 5,000 community which collectively attracts towards
peoples. Therefore, it will assist in attracting more tourist, it will also assist in making
travellers aware about the various type of culture that has been followed by them. It
will also help Scotland in having exposure to media so that more of travellers can know
about their characteristics. It will also help the tourism industry in developing economy
of city.
SIGNIFICANCE OF TOURISM, LEISURE AND EVENT
IN DESTINATION
DESTINATION OF TOURISM SYSTEM
The Scotland is one of most beautiful well development destination, with tourism generally being responsible for
sustaining jobs in different sector. In this way, It has been analysed that Scotland is one of the most popular tourist
destination. Tourism is one of the major sources of income in Scotland (Su and et.al., 2019). It is considered as
one of most romantic tourism destination. There are various tourism attractions which can be considered as one of
the most significant characteristic of Scotland.
Famous attractions include Edinburgh Castle, Loch Lomond, Caledonian Canal and cruising Loch Ness, The
Royal Yacht etc. these are considerations as one of beautiful place in Scotland. Sometimes, it is also considered
important hotspot in term of culture and commerce. The destination occupied central position that is rich in
natural beauty . It has been analysed that so many of travellers and visitors has visited Scotland for its famous
tourist attractions. The royal yacht Britannia was a floating royal residence which travelling more than 1, 00,000
miles around the entire world. The characteristics of city can also vary like it has been providing various
opportunities related to commerce, culture, painting, literature, development of intellectual community. It is one
of the greatest attractive country and has become cultural hub. All these characteristics of country is attracting so
many visitors towards them. They have covered the wild, Romantic Mountain, deep glens, and stretches of
heather that always attracts more travellers and increase the income level of city.
MAJOR TARGETED MARKET SEGMENTS
To ensure that marketing Scotland is one of most efficient and effective way to focus on the
different activities. It offering the greatest current and future potential. In order to deliver the
best return on investment It has been analysed that Scotland has targeted tourism market
segment and population who are highly interested in doing mountain, travelling (Jovicic,
2019). They are engaged in targeting high income class people who have the ability to afford
visiting Scotland. It also combined with the each market travel preferences, behaviour and
ability to reach them. It always encouraging to potential visitor to travel and also identifying
the core market competitiveness. It has been analysed that city is been involved in opening
various new type of accommodation facilities, cultural. It has been analysed that city is been
involved in opening various new type of accommodation facilities, cultural events for these type
of travellers. Tourism industry in Scotland is making use of various strategies in order to
motivate and encourage consumers to visit their city. They are targeting consumer segments
according to their holiday taking patterns and also on socio-demographic basis.

It has been analysed that Scotland expected 23 Million tourists back in year 2014, also they are expecting to organise so many
type of sports events every years, which always attracts more and more travellers. It has been increased high performance of
tourism industry, upwards trend over the past ten years. From 2008 to 2018, occupancy rate has increases from 71.6% to
80.7%. It has been analysed that in major Sport event organising, more than 15000 people participate from at least 40
countries are going to be a part of this major event (Koo and et.al., 2016). Event have a play important role for enhancing the
destination competitiveness and attractiveness. In order to highlight the event that support infrastructure. It has also been
analysed that there are various types of cultural opening which will be organised by Scotland in year 2018. In this way, it is
expected more number of travellers from past 10 years. It has also been analysed that so many Airline companies has also
adopted direct route in order to make travellers reach Scotland. There has also been a rise in accommodation like for example-
The Famous Bein Inn hotel, is going to open 100 more rooms for travellers. It is one of the most famous hotels in Scotland.
They are highly engaged in providing exquisite services to travellers so that they can visit Scotland Again. It is going to open
wide variety of attractions and visitors Parks for travellers.
TOURISM DEMAND TRENDS
There are various competitors of Highlands Scotland who are culturally rich and providing high
competition to the destination. It includes the following:
Central Otago (New Zeeland): Central Otago encompasses the inland part of the Otago region in
the South Island of New Zealand. As a popular tourism region in New Zealand, Central Otago
offers a mix of natural and cultural attractions (Koo and et.al.,2016). It provides various type of
attraction such as Visitor Park, museum and galleries. This destination has been giving tough
competition to Highlands Scotland as there are also various types of sports events that are being
going to be held in this place. It is a major point of attraction.
Kauai (Hawaii): This destination is been engaged in offering various type of scenic beauty and
activities which can be fully enjoyed by travellers. Some of the famous attractions to be visited in
this island includes Tree tunnel, spouting horn. All these attractions give tough competition to
Scotland. They also can visit Na Pali Coast.
Barossa Region (South Australia): It is internationally recognised wine region. This destination
is also culturally rich. It provides travellers to visit a wide variety of attractive places.
ANALYZE CONSUMERS’ MOTIVATIONS TO VISIT THE DESTINATION
From the above study, it has been summarised that tourist destination has been engaged
in offering various type of facilities to travellers. They have been engaged in providing
them to enjoy various types of famous tourist attractions. It has also been analysed that
tourism industry in city has also provided job opportunities to so many number of
employees. This has led to having an increase in lifestyle of public living in Scotland. It
has also been analysed from report that Scotland is also been involved in involved in
organising various type of cultural and sports event to attract consumers.
REFERENCES
Jovicic, D.Z., 2019. From the traditional understanding of tourism destination to the
smart tourism destination. Current Issues in Tourism, 22(3), pp.276-282.
COMPETITORS AND COMPARISON OF THEIR
COMPETITIVENESS
CONCLUSION
Highlands Scotland is been engaged in motivating consumers by organising so many cultural and sports events. They have
been involved in offering travellers the most spectacular landscapes and heritages. Destination is been involved in motivating
travellers towards them. This is basically been done by them by making use of Maslow Hierarchy of need theory. In this the
destination is been engaged in analysing about the psychological needs and preferences of traveller and then offering them
with various landscapes to be visited. There are various types of accommodation facilities that will be held by city so that
travellers can be motivated in order to visit their place. This will help them in raising their economy. Travellers can stay in
luxury hotel or even in a forest cabin camp or can even book a loch as per their needs. This facility provided by Highlands
Scotland has motivated travellers to visit and explore their place. There are also various attractions in highlands which are free
to be seen such as museum and galleries, parks and gardens, natural reserves (Su and et.al., 2019). All these can encourage
travellers to visit their place as it is free of cost. There are plenty of free attraction and places visit, ideal for any one budget. It
includes places such as West Highland museum, old man of story. All these places are exquisite with beautiful interior. It can
attract more number of travellers and can increase the revenue of place. They also have places like river Ness and Ness Island
that can motivate consumers to visit it. Highlands Scotland also has amazing wildlife, rugged mountains, rushing rivers which
will not cost even a penny. It is all for free, that is one of the most motivational aspect for travellers to travel this place.