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A Case Study of How VisitScotland Prepared for War

Yeoman, I, Galt, M and McMahon-Beattie, U (2005) A Case Study of How VisitScotland Prepared for War. Journal of Travel Research, 44 (1). pp. 6-20. [Journal article]

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URL: http://jtr.sagepub.com/content/44/1.toc

DOI: 10.1177/0047287505276587


VisitScotland, the national tourism agency for Scotland,used a scenario-planning process to untangle the complexityof the forthcoming war in Iraq. The scenarios explored theimpact of such a war on tourism against a backdrop of aneconomic environment of failing equity markets and GDP. In2003, Scotland was on the verge of a recession, andVisitScotland wanted to know how war would affect this economicenvironment and, simultaneously, how this would affectdifferent tourism markets. VisitScotland constructedfour scenarios: how the West was won, global Northern Ireland,new dawn, and into the valley of death. The scenarioshelped the organization develop policies and actions to dealwith contingencies in each scenario. More importantly, thearticle shows how VisitScotland managed the process, whatit did, and policy implications for the future.

Item Type:Journal article
Faculties and Schools:Ulster Business School > Department of Hospitality and Tourism Management
Ulster Business School
ID Code:29239
Deposited By: Professor Una McMahon-Beattie
Deposited On:10 Apr 2014 10:52
Last Modified:10 Apr 2014 10:52

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