Scottish Government

Footnotes

1. The Scottish Executive's Analytical Services conducted an internal evaluation of Tartan Week 2005 - this was a full evaluation involving primary data gathering and is available from Analytical Services - International Research Team.
2. 60,000 individuals were counted entering the Scottish Village. It was estimated that each individual "engaged" with an average of five exhibits or zones therefore 300,000 "engagements".
3. Another 17 US press articles were generated and recorded by VisitScotland between 29 March 2006 and 17 April 2006. The type of each press item has not been plotted on Figure 5.3 as the information provided did not differentiate between each type of item.
4. Please note this refers to the number of articles in which these individuals appeared rather than the number of times the individual appeared in each article. This chart does not include the 51 US media items generated and provided by VisitScotland as this level of information was not available.
5. User session: The session of activity that a user with a unique IP address spends on a website during a specified period of time. The number of user sessions on a site is used in measuring the amount of traffic a website gets. The site administrator determines what the time frame of a user session will be (e.g. 30 minutes). If the visitor comes back to the site within that time period it is still considered one user session but if the visitor returns after the allotted time then it is counted as a separate user session.
6. Unique users: A measure of the number of people who visit a website. Users may share the same IP address, the same computer, event the same web browser. The unique user count attempts to count these people separately, for an accurate measure of how many people the website reaches.
7. A measure of how many times a webpage has been displayed to visitors. Can also be simply referred to as "hits".