Quality standards, service and value for money are crucial components of the drive to make Scotland a must-visit, must-return destination. High quality and efficient, friendly service have to be the norm that visitors can rely on and will be factors which distinguish Scotland from our competitors.

This is the responsibility of the industry as a whole and VisitScotland plays its part through face to face contact with visitors through our network of tourist information centres, identifying product development opportunities and through the setting of quality standards and encouraging improvements in skills and training.

The following research studies have been commissioned by VisitScotland to understand, and ultimately improve, the visitor experience at each stage of the customer journey:

Retail summary Jan 2005

Projected figures suggest that the impact of tourists on retail spend is likely to increase. To truly capitalise on the spending boom which is anticipated, VisitScotland commissioned research upon how they can most effectively capitalise on tourism retail spend

(PDF Retail summary Jan 2005 41kb)

Quality Standards 'Surprise & Delight' Summary Nov 2004

To ensure that Scotland is in a strong position as a global tourist destination it is believed that visitors need to be offered something “a bit special” from their visit. By offering something a bit special, and surprising and delighting visitors, it is believed that their expectations will be surpassed and that their propensity to return to Scotland for holidays and visits will be increased.

What surprises and delights customers to make a real and positive difference to them in the areas of accommodation and visitor attractions?

Quality Standards 'Surprise & Delight' Summary Nov 2004 (PDF  49kb)

Food Quality Assurance Scheme Summary Aug 2004

In 2004 research was conducted to assess consumer perceptions of the importance of Scottish produce as an element of a national food quality assurance scheme and consumer guide.

Specifically, the research was required to explore expectations and experiences of consumers, as well as ideals, that could then be transposed into informing the development of a revised national food quality assurance scheme for Scotland.

Food Quality Assurance Scheme Summary Aug 2004 (PDF 50kb)