Assessing the economic impacts of nature based tourism in Scotland

11 LANDSCAPES AND SCENERY
11.1 Motivation and activities undertaken - regional surveys
The reasoning behind the emphasis on the natural environment in the marketing of
Scotland as a tourist destination is supported by the results of visitor surveys which
have taken place in recent years. Landscapes and scenery play an important part in
Scotland’s tourism and can provide one of the strongest motivations for people to visit
Scotland. For example, in the Highland Visitor Survey (George Street Research, 2003)
visitors were asked the main reasons that made them choose to visit the Highlands.
The factors most frequently identified were the views and unspoilt scenery. This was
identified by 21% of visitors and was the reason most mentioned as a reason to visit.
For visitors from overseas the scenery was identified as one of the main reasons for
their visit by 27% of the sample, more than double any other factor (other than having
never been before, which was mentioned by 17%). Some of the other reasons to visit
the Highlands which were noted also have strong links to the natural environment and
to the general landscape and scenery:
Table 38 - Main reasons for visiting the Highlands (%)
UK visitors
(not Scotland)
Overseas
visitors
Total
visitors
Scenery/views/unspoilt 21 27 21
Been before/knew area 22 10 18
Peace and quiet/tranquillity 14 7 12
Mountains/hills 7 10 8
Walks/hillwalking 7 6 7
Wildlife/flora/fauna 5 11 6
Lochs/Loch Ness 4 6 4
Heard/read about it/seen pictures 4 10 4
The reasons people identified for their visit to the Highlands can be compared to the
activities they said they took part in while they were on holiday. Some of these were:
Table 39 - Activities taken part in while visiting the Highlands (%)
UK visitors
(not Scotland)
Overseas
visitors
Total
visitors
Low level walking (2-8 miles) 50 49 46
Hill walking 22 28 21
Low level walking (8+ miles) 11 16 11
Cycling/mountain biking (off road) 5 3 4
Cycling (on road) 4 5 4
Game fishing 3 1 3
General sightseeing 90 96 87
Bird watching 22 12 17
Visit woodland/forest 21 21 18
Watching land-based wildlife 18 13 14
Watching marine wildlife 18 14 13
As can be seen, although only 7% in total identified walking as a main reason for their
visit, a much higher proportion actually went walking while on holiday. Similarly, while
only 6% in total identified the wildlife as a main reason to visit the Highlands, many
more did actually view wildlife during their visit.
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