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Developing a scenario planning process using a blank piece of paper,

Yeoman, I and McMahon-Beattie, U (2005) Developing a scenario planning process using a blank piece of paper,. Tourism and Hospitality Research, 5 (3). pp. 273-285. [Journal article]

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URL: http://thr.sagepub.com/content/5/3/273.full.pdf+html

DOI: 10.1057/palgrave.thr.6040026

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.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29238
Deposited By: Professor Una McMahon-Beattie
Deposited On:10 Apr 2014 10:46
Last Modified:10 Apr 2014 10:46

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