A review of the constraints,limitations and success of Homecoming Scotland 2009

Abstract

The aim of this review is to provide insight and analysis of a government tourism initiative within the geographic context of Scotland. It highlights the centrality of public-private partnership and the catalytic role of key government agencies in channelling investment, energies, events and marketing effort for a nationally focused tourism theme of Homecoming Scotland 2009 (HS09). The review also delves below the public relations veneer of many such activities to uncover the political debates and controversies, and the wider issues that may have detracted from the degree of success achieved by the initiative. Given that, the initiative was concluded only within the last few months and has still to be fully evaluated; it is only possible to draw tentative conclusions on the projects outcomes for tourism destination marketing and management in general. The longer-term impacts of HS09 such as repeat visitation and changes in the perception of Scotland will take a number of years to monitor, and only then will we be able to assess the legacy benefits of HS09.