Evaluation of Lanarkshire Strategic Tourism Marketing Project (LSTMP): final report
Aims
The Lanarkshire Strategic Tourism Marketing Project (LSTMP) was created with the aim of raising Lanarkshire's profile to visitors, challenging negative perceptions and raising awareness of the area's tourism product. It was funded by a partnership between North and South Lanarkshire Councils, Scottish Enterprise Lanarkshire and with ERDF funding. VisitScotland was also an advisory partner in the project.
Methods
A workshop with partners involved in the project; in-depth interviews with stakeholders; invitation by email to a wide range of stakeholders for comment; in-depth interviews with beneficiary businesses; quantitative research with beneficiary businesses in Lanarkshire; an online survey of visitors to the VisitLanarkshire website; in-depth interviews with a sample of website visitors; and desk research of relevant data and reports.
Findings
The tourism sector was underdeveloped and much work had to be done before progress could be made; the original targets were therefore ambitious, or possibly even unrealistic. Progress has been made in the tourism sector, however, providing a base for future development. Work with partner project the Lanarkshire Branding and Communication Project (LBCP) was problematic for various reasons.
Recommendations
Three options were put forward for the future of the project: continue the tourism work and separate this from the work of the LBCP; dismantle the project and absorb the work back into the two councils; or combine the work of the project with that of the LBCP. The way forward that is chosen will depend most significantly on the availability of funding and the willingness of fund-holders to support alternative approaches.
| Document | |
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| Author | Wood Holmes Group |
| Published Year | 2009 |
| Report Type | Evaluation |
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