Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Subject category: Marketing
Authors: Robert Erskine (Glasgow Caledonian University)
Published in: 1994

Abstract

This case study begins with a note on the business issues of tourism in Europe, then in Scotland in particular, concentrating on the three very different islands of Arran, Bute and Coll. This note raises many issues of market research, promotion and use of ''delight profiling''. The note ends with the open ended question of what ''strategic management'' advice might be deployed to recover past success. The narrative then takes the reader through three island holiday trips. They were written up initially as family newsletters revealing the planning of the holidays, and the events as they unrolled. There were exchanges with B&B landladies, a guide in Brodick castle, a ferry manager, the Watsons, proprietors of a very successful joint farm/B&B enterprise, Charlie Self, warden of RSPB on Coll. The case would be of interest to students of tourism in particular. The profile of the Watsons gives lots of insights into what combination of talents, resources and policies can make a very successful small business.
Location:
Industry:
Other setting(s):
1993-1994

About

Abstract

This case study begins with a note on the business issues of tourism in Europe, then in Scotland in particular, concentrating on the three very different islands of Arran, Bute and Coll. This note raises many issues of market research, promotion and use of ''delight profiling''. The note ends with the open ended question of what ''strategic management'' advice might be deployed to recover past success. The narrative then takes the reader through three island holiday trips. They were written up initially as family newsletters revealing the planning of the holidays, and the events as they unrolled. There were exchanges with B&B landladies, a guide in Brodick castle, a ferry manager, the Watsons, proprietors of a very successful joint farm/B&B enterprise, Charlie Self, warden of RSPB on Coll. The case would be of interest to students of tourism in particular. The profile of the Watsons gives lots of insights into what combination of talents, resources and policies can make a very successful small business.

Settings

Location:
Industry:
Other setting(s):
1993-1994

Related