It was evolved primarily based on the views that the overseas target markets showed declining performance, there was considerable increase in short tours and also the expenditure was exceeding budgets as per the targets set. The new strategy was the result of a consultation document from Henry McLeish MSP, Honorable Minister for Enterprise and Lifelong Learning in 1999. The consultation document provided the broad items that could go to make for the new strategy, viz., optimal use of IT, tourism promotion to remote and rural areas, assuring quality, identifying future markets, domestic as well as overseas, extending the tourism season, improving training, improving accessibility of areas for tourism interest in Scotland, ATB functioning, as well as making tourism sustainable in the long term. It is therefore in this context that the strategy was examined.
Acknowledges are due and hence conveyed in all earnestness to the university professors, fellow students as well as the different authors and experts who have permitted quoting their works in this report. In particular, mention needs to be made of JRB Ritchie and GI Crouch, whose painstaking work The Competitive Destination: A sustainable tourism perspective, 2003, has afforded this study to be made on the basic of fundamental strategy and tourism concepts outlined by these eminent authors.
The study examined the new Scottish Tourist Board (STB) strategy according to the principle that tourism development needs to both competitive and sustainable in the long term. Sustainability means conserving the natural resources of Scotland and protecting its heritage structures. The strategy recognizes the natural advantages of Scotland in its scenic beauty and varied landscape and also highlights efforts to be undertaken like technology adoption, customer focus, service quality assurance, lifelong learning, training, better coordination among public bodies and greater involvement of