Assessing the economic impacts of nature based tourism in Scotland

Team members already held many relevant reports, and, in addition, could draw on
appropriate material contained in previous reports they had themselves produced.
The material identified through this review was analysed where possible to establish:
• Year;
• Scale (national, regional, or local);
• Activity or event specific definition;
• Frequency of activity or event;
• Market research methodology - quantitative or qualitative; sample sizes, etc;
• Employment – direct, indirect and induced (including the multiplier assumptions
used);
• Incomes;
• Economic Impacts – Gross and Net of Additionality and Displacement (where this
was assessed in the reports).
The assumptions used in the reviewed studies for estimating impacts were assessed
and scrutinised for credibility and robustness. Some studies lacked adequate
robustness, and in some cases we reworked impact calculations from data in the
reports and other information for our summary analysis. For example, incorrect ratios
are often used to convert visitor expenditure into employment impacts, especially in
reports produced by relatively inexperienced consultants or researchers. Also,
consistency was sought in excluding day trippers and local residents who participate in
nature based activity.
Task 3 - Estimating the economic contribution Scottish landscapes and scenery
make to motorised tourism.
We used regional and national market research and data to estimate approximately the
extent of car and coach touring in Scotland. We then assessed the proportion of
overall visitor expenditure by tourists in Scotland related to nature (as defined for this
study) and estimated indicative values of economic impact from this. Estimating
impacts with a reasonable degree of accuracy was not, however, possible.
Task 4 - Establishing the extent to which the natural heritage features in national
marketing activities.
National tourism marketing is the responsibility of VisitScotland, and its research staff
were contacted and information sought on:
(a) Recent marketing campaigns which use significant natural heritage imagery and
reference points;
(b) Recent activity-related marketing campaigns which use natural heritage imagery
and related text.
Given the lack of relevant data, we adopted a descriptive approach which indicates the
weight given to the natural heritage through the marketing strategy. Valuation was not
possible, but we are very sceptical of quoted rates of return on investment in marketing
campaigns that we have reviewed. Such valuation is only possible with very well
targeted visitor feedback and information to enable deadweight and displacement to be
assessed.
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