APPENDIX 3: TOPIC GUIDE
Topic guide for qualitative research
1. Introduction
(Aim: to inform participant of the research objectives and introduce the participant)
- explain background to research
- introduction of participants (name, place of residence, length of time in Scotland to date, how participants entered Scotland - airport/station)
- whether participant is business visitor, tourist, student
2 Visit to Scotland - business visitor
(Aim: to establish reasons for visiting Scotland and impressions of Scotland prior to visit)
- main reason for visit to Scotland (to attend conference/event, to attend meeting, to explore business options in Scotland,
- whether first time/repeat visitor
- if first time visit, impressions of Scotland prior to visit
- how first impressions of Scotland differed from reality
- first time/repeat visitors - impressions of Scotland as a place "to do business"
- unprompted, what words participants would use to describe Scotland - probe fully reasons for response
- unprompted comments on arrival into Scotland - probe for negative/positive experiences
- how arrival into Scotland compared with visits to other countries
- how Scotland compares with other countries which participant visits for business purposes.
- likelihood of recommending Scotland as a place to do business to others. Probe reasons for response.
- likelihood of recommending Scotland as a place to visit or study. Probe reasons for response.
- likelihood of returning as a business person, tourist, student. Probe reasons for response.
- likelihood of considering Scotland as a place to live. Probe reasons for response.
2.1 Visit to Scotland - tourist/student
- main reason for visiting Scotland as a tourist/student (eg to see family, always wanted to visit Scotland, short-break with friends/partner, to visit educational establishments, etc)
- factors which influenced selecting Scotland (eg availability of flights, accommodation, special occasion, always wanted to visit Scotland, educational establishments, learning opportunities, etc)
- where relevant, where participants sought information about Scotland prior to visit (eg Internet, published guides, word of mouth, Visit Scotland, etc)
- any gaps in information provision prior to visit
- unprompted comments on arrival into Scotland - probe for negative/positive experiences
- how arrival into Scotland compared with visits to other countries
- whether first time or repeat visit to Scotland
- if repeat visit, what made participant want to return to Scotland
- if first time visit, impressions of Scotland prior to visit
- how first impressions of Scotland differed from reality
- unprompted, what words participants would use to describe Scotland to other people. Probe for reasons for choice.
- whether participants have sought information about Scotland during visit, if so from where
- any gaps in information provision during visit
- what participants like most/least about Scotland
- likelihood of recommending Scotland as a tourist destination to others. Probe reasons for response.
- likelihood of recommending Scotland as a place to study. Probe reasons for response.
- likelihood of recommending Scotland as a business location. Probe reasons for response.
- likelihood of considering Scotland as a place to live. Probe reasons for response.
3 Promotional material
(Aim: to review promotional material in terms of impact and effectiveness)
3.1 Port of entry material
- unprompted awareness of marketing material promoting Scotland at port of entry. Probe fully for descriptions.
SHOW PARTICIPANTS MATERIAL RELEVANT TO THEIR PORT OF ENTRY
- prompted awareness of seeing material at port of entry
- initial impressions of material
- image of Scotland conveyed by material. Probe fully for explanation of responses.
- specific pictures liked and why
- effectiveness of material as a means of conveying image of Scotland
- whether this image matches with original comments made
- where relevant, why image presented by material differs from participants' own image of Scotland
- image liked best/least by participants and why
- comments on use of video screens in airports - impact and effectiveness of this type of media
- suggestions regarding other relevant media within points of entry
- relevance and appropriateness of messages in both arrivals and departures - explore interest in different messages at departures. What the difference in messages may be
- comments on strapline "Welcome to the best small country in the world" and what this conveys about Scotland
- unprompted and prompted awareness of the Saltire as Scotland's flag
3.2www.scotlandistheplace.com
- awareness of www.scotlandistheplace.com prior to attending group
- likelihood of accessing Internet as a source of information prior to visit
- what participants would expect to see/learn from this website
SHOW PARTICIPANTS www.scotlandistheplace.com
- initial impressions of website
- comments on information, content, navigation
- gaps in information
- relevance to visitor, student, business person
- likelihood of visiting website in the future
- likelihood of recommending website to others
4. Wind down
(Aim: to find out participants' final comments on Scotland and likelihood of recommending it as a place to live, work, study and to do business)
- final comments on promotional material - impact, image, how it reflects personal perceptions of Scotland
- ask each type of visitor whether images shown were appropriate to them
- ask each type of visitor whether messages conveyed were appropriate for them
- likelihood of returning to Scotland - as a business person, to live, to work or to study. Probe fully for reasons for response.
- likelihood of recommending Scotland as a destination for living, working, studying, investing in and doing business. Probe fully for reasons for response.
- whether visit to Scotland (for whatever reasons) met expectations. Probe for response particularly for those whose expectations were not met.
- how could Scotland improve upon its offering to visitors, business people, students, those considering Scotland as a place to live