CHAPTER ONE: INTRODUCTION
Overview
1.1 Forging strong relations across international boundaries is an essential component of the Scottish Executive's strategy to enhance the well-being of Scotland and its people. Not only the International Strategy, but also Smart Successful Scotland and the Fresh Talent Initiative recognise, at their core, the importance of Scotland's relationships with overseas markets - for exports, inward investment, higher and further education, tourism and the immigration of key skills and workers.
1.2 The Scottish Executive has therefore recently developed a China Strategy in dialogue with a wide variety of partners. The strategy is aimed at "strengthen[ing] Scotland's engagement with China for the mutual benefit of both our nations" and comprises a 10 point plan for what the Executive wishes Scotland to achieve from its engagement with China over the next 5 years:
1. Raise understanding of Chinese language and culture in Scotland
2. Increase student flows between Scotland and China
3. Expand the awarding of Scottish qualifications in China
4. Attract skilled Chinese to experience living and working in Scotland
5. Strengthen bilateral science links
6. Attract increased Chinese tourism to Scotland
7. Increase trade between Scotland and China
8. Expand connections between businesses in Scotland and China
9. Work with China to address environmental challenges
10. Raise the profile and understanding of Scotland in China
1.3 Because the Scottish Executive has finite resources with which to engage with China, Ministers decided to focus activities in the next five years in five of China's provincial level regions - Beijing, Guangdong, Hong Kong, Shandong and Shanghai - although will continue to pursue certain activities in other regions as opportunities arise.
Research to support the China Strategy
1.4 Most of the objectives and associated targets in the China Strategy can be monitored and subsequently evaluated through existing data sources which are either gathered by lead partners e.g. VisitScotland and Scottish Qualifications Authority ( SQA), or appropriate Scottish Executive Departments. However, with regard to objectives, 2, 4, 6, 8 and 10 it was clear that further data collection and analysis would be required to inform strategic decisions.
1.5 To help address this, the Scottish Executive commissioned Ipsos MORI to conduct a programme of research. The research comprised 3 main components:
- Desk research to review relevant existing research regarding engagement with and perceptions of Scotland in China and vice versa
- Opinion research among key audiences exploring levels of engagement with, and perceptions of, Scotland in China
- Opinion research among key audiences exploring perceptions of China in Scotland
Each of these components is discussed in turn below.
Research in China
1.6 The objectives of the research in China were to:
- Establish the profile of Scotland in China and measure the level of understanding of Scotland amongst target groups (objective 10)
- Understand the decision making involved in engagement with Scotland amongst key specific audiences within the Chinese business community, overseas students and those likely to travel to Scotland (objectives 2-6 and 8)
- Understand the images and messages needed in specific regions and amongst specific audiences to promote Scotland's international image
Research in Scotland
1.7 The research in Scotland was conducted in the context of a wider study exploring people in Scotland's levels of international awareness. The specific objectives of this study were to:
- Establish people in Scotland's awareness and understanding of other countries, including China
- Measure objective 1 in the China strategy
- Understand factors affecting levels of international awareness by specific audiences in Scotland
1.8 This report presents findings from the research in both countries. However, findings pertaining to the last objective of the research in China - to understand the images and messages needed in specific regions and among specific audiences to promote Scotland's international image - are presented in a separate volume titled Scotland's International Engagement and the China Strategy: Perceptions of Marketing Materials.
Change in Government
1.9 It should be noted that since this research was commissioned a new Scottish government has been formed, which means that the report reflects commitments and strategic objectives conceived under the previous administration. The strategies, objectives and commitments referred to in this report should not therefore be treated as current Scottish Government policy.