Destination and marketing system strategies in Scotland and Ireland: an approach to assessment

Abstract

This article examines, compares, and contrasts the experience of Scotland and Ireland in their attempts to implement a DMS. Scotland's vision is shown evolving through three distinct waves over more than a decade with rather mixed results, whereas Ireland has, with some apparent success, produced both an initial and a reengineered version of their DMS approach, Gulliver, within a 5-year period. Comparisons are made between the two approaches in terms of technical structure/architecture, funding, and ownership/management and interorganizational issues. The philosophy adopted by the two regions is also explored, and reference is made to the wider European context and selected other DMS projects. Key issues deriving from work of researchers and commentators is examined alongside those emerging from current system implementation. The article concludes by presenting some core system attributes and problems related to implementation and considers some perceived success factors by means of a preliminary assessment framework.