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Sticks and stones Review of Nature Based Tourism sites in the south of Scotland. Dunira Strategy and The Borders Foundation for Rural Sustainability The Tontine, Peebles, Scottish Borders Tuesday 3 June 2003. Nature Based Tourism. Behavioural definition of NBT.

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sticks and stones review of nature based tourism sites in the south of scotland

Sticks and stonesReview of Nature Based Tourism sitesin the south of Scotland

Dunira Strategy

and

The Borders Foundation for Rural Sustainability

The Tontine, Peebles, Scottish Borders

Tuesday 3 June 2003

behavioural definition of nbt
Behavioural definition of NBT

“Wildlife tourism covers visits to natural wildlife habitats or watching wildlife on land and/or sea”

Source: scotexchange.net

consumer attitudes to nbt
Consumer attitudes to NBT

62% of visitors to Scotland cite nature and wildlife as being “very important” to their holiday

BUT

Only 2% cite these as being their “main” motivation

Source: scotexchange.net

project objectives
Project objectives
  • To identify, describe and map NBT sites in the south of Scotland
  • To analyse the potential for packaging and marketing these sites as NBT “products”
agenda
AGENDA
  • Context
  • Methodology
  • Clusters
  • Recommendations
  • Questions
target markets
Dumfries & Galloway

DINKS/SINKS

Empty Nesters

Scottish Borders

Ross & Rachel

Terry & June

Target markets

Sources: DumfriesAndGallowayExchange.net, Scot-borderExchange.net

consumer motivations
Consumer motivations

Source: NFO System Three / Dunira Strategy

the paradox of nbt
The paradox of NBT
  • Nature and wildlife are not primary motivators for NBT
  • The attraction of NBT is choice and range
  • The experience of NBT is more important than the product
  • The implication is that it all comes down to marketing...
market implications
Market implications
  • Loss of confidence in air travel
  • Enthusiasm for rural tourism
  • Increased demand for NBT from local markets

But...

  • Direct access to competitor product
  • Demand for sustainable product
  • Requirement for strong integrated branding
the marketing challenge
The marketing challenge
  • Adding value to existing products
  • Constructing ‘products’ out of existing resources
  • Bringing marginal products ‘out into the open’

As long as the products are good enough (and sufficiently integrated with appropriate local infrastructure), the problem simply becomes one of branding

agenda15
AGENDA
  • Context
  • Methodology
  • Clusters
  • Recommendations
  • Questions
methodology development
SNH Questionnaire template

Preliminary Borders database

Site clustering

Site testing

Questionnaire modification

Mapping

Analysis

Cluster definition

Anchor site selection

Methodology development
  • Cluster ground-truthing and analysis
agenda19
AGENDA
  • Context
  • Methodology
  • Clusters
  • Recommendations
  • Questions
anchor site criteria
Anchor site criteria

1. It has pulling power in its own right

2. It has relevant accessible facilities (eat, sleep, wash)

3. It has the management competencies and will to facilitate the development of a wider cluster

cluster models
Cluster models
  • Strong anchor
  • Stick’n’stones
indicative products
Nature walks

Heritage trails

Wild walking

Craft trails

Farm trails

Cycle routes

Scenic drives

Equestrian activities

Llama treks

Boat trips

Water sports

Indicative products
cluster examples
Cluster examples
  • · Berwickshire Coast
  • · Lammermuir Hills
  • · Yarrow Valley
agenda27
AGENDA
  • Context
  • Methodology
  • Clusters
  • Recommendations
  • Questions
recommendations29
Recommendations

1. Contextualisation

2. Sustainable tourism

3. Cluster development

4. Local integration

5. Education

contextualisation
Contextualisation
  • Linkages to other sites
  • Historical/literary contexts
  • Cross-fertilisation
  • Reference to facilities
  • Showcasing of geographically related sites
  • Showcasing of thematically related sites
sustainable tourism
Sustainable tourism

“sustainability should be accepted as a fundamental concept, relative both to the environment and to investment”

Source: SQW

cluster development
Cluster development
  • The project has identified 61 clusters of NBT resources
  • The region should retain a Cluster Development Officer
  • The CDO needs to facilitate a local meeting of each cluster and maintain an overview of development activity
  • Each meeting needs to identify its own local champion
  • Each champion will bring the network alive, be the main contact for ATBs and help to identify local experts
  • Experts will run local activities and share best practice
  • Clusters will evolve and new dimensions will emerge
local integration
Local integration
  • Should be a requirement for grants and other assistance
  • Clusters are inevitably artificial (a marketing construct), but are critical to the viability of marginal resources
  • Every NBT initiative can contribute to the weight of a cluster and can in turn be supported by its context in a cluster(s)
  • There are opportunities for ATBs to demonstrate the value of contextualisation and showcase examples of local integration, including the promotion of local supply chains
  • Economic benefits will accrue through greater collaboration
education
Education
  • Community facilities
  • Educational resources
  • Local supporter base
  • Longer-term development
agenda36
AGENDA
  • Context
  • Methodology
  • Clusters
  • Recommendations
  • Questions
agenda38
AGENDA
  • Context
  • Methodology
  • Clusters
  • Recommendations
  • Questions
sticks and stones review of nature based tourism sites in the south of scotland39

Sticks and stonesReview of Nature Based Tourism sitesin the south of Scotland

Benjamin Carey

Dunira Strategy

info@dunira.com, 0131 552 5549

Denise Walton

The Borders Foundation for Rural Sustainability

info@bfrs.org, 01890 781328