Scottish Government

Scotinform Ltd
ISBN 978 0 7559 6437 6 (Web only publication)
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CONTENTS

ACKNOWLEDGEMENTS

EXECUTIVE SUMMARY

CHAPTER ONE CONTEXT, AIMS AND OBJECTIVES

CHAPTER TWO METHODOLOGY
QUANTITATIVE RESEARCH
QUALITATIVE RESEARCH

CHAPTER THREE RESEARCH FINDINGS
IMPRESSIONS OF SCOTLAND
COMPARISON OF ARRIVAL WITH OTHER AIRPORTS/STATIONS
DESCRIBING SCOTLAND
"SENSE OF PLACE" CAMPAIGN
ATTITUDE STATEMENTS
LIKELIHOOD OF RECOMMENDING SCOTLAND AS A PLACE TO VISIT, LIVE AND WORK, TO DO BUSINESS AND INVEST
WWW.SCOTLANDISTHEPLACE.COM

CONCLUSIONS AND RECOMMENDATIONS

APPENDICES
APPENDIX 1: QUESTIONNAIRE
APPENDIX 2: COUNTRIES OF RESIDENCE - RESPONDENTS
APPENDIX 3: TOPIC GUIDE
APPENDIX 4: FIRST IMPRESSIONS OF SCOTLAND
APPENDIX 5: RATING OF ARRIVAL AT AIRPORT/STATION
APPENDIX 6: DESCRIPTION OF IMAGES/SLOGANS RECALLED
APPENDIX 7: RECALL OF VISUALS
APPENDIX 8: COMMENTS RE "SENSE OF PLACE" VISUALS
APPENDIX 9: REASONS IMAGES MATCH IMPRESSION OF SCOTLAND
APPENDIX 10: IMAGES FROM THE POINTS OF ENTRY CAMPAIGN

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.