Vol 1 Issue 4.
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Scenario Planning The Authentic Tourist Authenticity has been identified as a key consumer driver of the future and as a trend that matches Scotlands brand proposition of “human, enduring and dramatic”. In the latest edition of Tomorrows World, ten trends are identified that are shaping the concept of authenticity, including:
The global network Two scenarios, Ella Stewart Family Centre Holidays and Orcadian Ancestors and Fiddlers illustrate how these trends could unfold. This briefing further discusses the concept of “authenti-seeking”, which is defined as “consumers searching for authenticity from a range of products, services and experiences, or looking for it within themselves”. This concept is then considered within the context of tourism, highlighting the opportunity for Scottish tourism, whether this be community-based propositions, activity holidays or even nostalgic, authentic products, such as the Tizer Experience at Barr’s Soft Drinks Plant. In conclusion, if “authenticity” is to be a serious proposition, it must be built around the notions of ethical, natural, honest, simple, beautiful, rooted and human concepts.
Further Information For further details about this authenticity, contact Dr. Ian Yeoman, VisitScotland’s Scenario Planner by email at: |
