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Five: Annex - Targets and Measurements of Success
Target 1 - By 2006, the Scottish Executive will establish a Tourism Research Network, involving the industry, culture and heritage organisations, the Enterprise Agencies, academics, local authorities and VisitScotland to ensure that appropriate research takes place, is disseminated appropriately and meaningfully to all stakeholders and is used to drive innovation and product enhancement.
Measure - Creation of Tourism Research Network and qualitative feedback on its operation.
Target 2 - Every tourism business, culture and heritage organisation and local authority will collect feedback from their own customers to help them "know their visitor" - who they are, why they have come and what they want out of their trip - and use this to inform their business strategies.
Measure - Culture and heritage organisations, local authorities and the Tourism Innovation Group will provide qualitative feedback about the collection of data and its impact. Feedback will also come from the Tourism Research Network, which will require this information to be submitted.
Target 3 - VisitScotland will increase the proportion of businesses in their Accommodation QA schemes to 90% by the end of 2008, develop and extend QA schemes for more sectors, and ensure that the QA scheme criteria are constantly reviewed to reflect changing and rising consumer expectations.
Measure - VisitScotland will report an increase in QA businesses, and will provide qualitative feedback on extensions and amendments to the scheme.
Target 4 - Pride and Passion will double the number of "Friends" each year until 2010, with each friend making a commitment to improving the quality of their product and to passing on the quality message to others.
Measure - Pride and Passion will register over 3,000 "Friends" by 2010.
Target 5 - To help managers and business owners, People 1st will work with government and education to ensure industry has the opportunity to get the skills industry needs. People 1st will develop a Training Action Plan ( TAP) which will focus on three areas identified in the research and at the Skills Summits as crucial to the competitiveness of Scottish tourism. These are:
- Management and Leadership;
- Workforce skills especially customer service and chef skills; and
- Retention - of staff within businesses and within the industry as a whole.
Our aspiration is that this will result in year-on-year improvement in staff satisfaction (working towards 80% by 2015) and customer satisfaction (working towards 90% by 2015), leading to year-on-year improvement in productivity.
Measure - People 1st will report on the creation and implementation of the Training Action Plan, and its outcomes. All agencies involved in the development of people and skills will report a year-on-year improvement in staff satisfaction (working towards 80% by 2015) and customer satisfaction (working towards 90% by 2015), resulting in year-on-year improvement in productivity.
Target 6 - The Scottish Executive will help provide affordable homes in places where they are needed most. This will include £1.2 billion of direct investment in affordable housing over 3 years, a shared equity home ownership scheme, and a massive investment programme to address infrastructure shortages.
Measure - The Scottish Executive to provide over 16,500 social rented homes and nearly 5,000 low-cost homes over the period 2005-06 to 2007-08.
Target 7 - The Tourism Innovation Group will foster collaborative working between tourism operators, encouraging them to use innovation tools to come up with creative ideas. TIG, groups of tourism businesses and trade associations such as ASVA will work with local authorities, the Enterprise Agencies and VisitScotland to spot emerging trends of visitor needs and plan the product and sectoral development needed to meet them. Culture and heritage organisations will also develop new activities and experiences in response to emerging markets. The result will be an increased propensity to return and to recommend Scotland as a great destination.
Measure - Visitor propensity to return to Scotland and to recommend Scotland as a great destination will increase. TIG, ASVA, Enterprise Agencies, VisitScotland and culture and heritage organisations will provide qualitative feedback on product development.
Target 8 - Tourism businesses will work with local authorities and culture, heritage and sport organisations to set up local product development networks for the heritage, history and events segment of the market. These networks will develop and market, with VisitScotland support, new products which anticipate and exceed visitor demands, and as a result increase the number of visitors to Scotland. EventScotland will contribute to this target by attracting and marketing major events which meet changing visitor demands.
Measure - The Area Tourism Partnerships will report back on establishment of Product Development Networks. Number of visitors will increase. Product Development Networks and EventScotland will provide qualitative feedback.
Target 9 - by 2007 every tourism business - including those operated bythe public and voluntary sectors - will be on at least the first rung of the e-technology ladder and will continue beyond 2007 to work their way up that ladder.
Measure - Scottish Tourism Forum will provide evidence that all tourism businesses are using e-technology effectively by 2007. STF will provide qualitative feedback on progress each year thereafter.
Target 10 - The Scottish Executive and VisitScotland will study how best to develop a National Box Office which will provide online booking of performances, and prompt parallel online purchase of linked products such as travel tickets. (See also "Marketing your product".)
Measure - The Scottish Executive and VisitScotland will provide qualitative feedback on development of National Box Office.
Target 11 - The Scottish Executive will publish a National Transport Strategy in 2006 which will consider all modes of travel and the needs of everyone using transport, including visitors. Consideration of our future transport infrastructure needs will be addressed by the Strategic Projects Review which will begin by 2006. The Scottish Executive will also undertake specific research into the travel behaviour of visitors to Scotland and will consider any actions arising from this research which will improve the visitor experience.
Measure - Our National Transport Strategy will be completed in 2006, and will set the context for the Strategic Projects Review which is to follow. The research project will be completed by spring 2006.
Target 12 - Tourism businesses, culture and heritage organisations, local authorities, VisitScotland and visitscotland.com will use effective marketing techniques to increase the number of visitors who come to Scotland as a direct result of marketing.
Measure - Number of visitors who come to Scotland as a direct result of marketing will increase. VisitScotland will report on Return on Investment and visitscotland.com will report on conversion rates. The Scottish Tourism Forum and culture and heritage organisations will report back on where their customers heard about them - from customer feedback.
Target 13 - Tourism Businesses and VisitScotland will increase the membership of the Green Tourism Business Scheme each year, so that by 2010 30% of businesses who participate in the VisitScotland QA scheme are also at entry level or above. Our aspiration is to have all QA tourism businesses - including those operated by the public and voluntary sectors - at at least entry level by 2015.
Measure - Membership of Green Tourism Business Scheme will increase year on year.
Target 14 - A Sustainable Tourism Partnership will be set up from March 2006, building on the Tourism Environment Forum, to promote sustainable tourism throughout Scotland. This will involve private industry partners, as well as organisations such as VisitScotland, the Enterprise Networks, local authorities, Scottish Natural Heritage, Historic Scotland, and the National Parks.
Measure - Establishment of Sustainable Tourism Partnership. and qualitative feedback on its work.
Other quantitative indicators
Value of tourism revenue
Number of visitors
Number of visitors who were very satisfied
Number of visitors whose expectations were exceeded
Other qualitative feedback
Each organisation listed in this Framework for Change will report annually to the Tourism Strategy Implementation Group on the work undertaken to accomplish the supporting actions listed throughout this document. Supporting actions undertaken by tourism businesses will be reported by the Scottish Tourism Forum.
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