KITOUT the Park

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KIT-OUT the Park

• Innovation in Tourism

Eddie Brogan Tourism Director
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What is innovation in business?

• New and enhanced products and services that
  reflect, anticipate or drive market changes
• The adoption of new and improved business systems
  and processes
• The application of research and technology
• Incremental not just major changes
• In individual businesses and across organisations
  through supply chains, clusters, university /
  industry links etc.

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What is innovation in tourism?

• New and enhanced visitor experiences and services
• Capitalising on Scotlands tourism assets to
  build competitive advantage
• Authenticity and distinctiveness
• Responding to or anticipating changing markets
  and customer requirements
• Responding to or anticipating what competitors
  are doing
• New and improved business systems and processes
• The application of new technology e.g. PDAs, GPS,
  mobile etc
• Business collaboration and public / private
  collaboration as key drivers of innovation in
  tourism

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What does SE do to promote and support innovation
in tourism?

• Tourism Innovation Toolkit
• Tourism Innovation Development Awards
• Tourism Innovation Group
• Tourism Innovation Day
• Tourism Innovation Thistle Award
• Tourism Intelligence Scotland
• TFFC Market Intelligence and Innovation Group

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What else does SE do to promote and support
innovation in tourism?

• Product development
• Golf
• Food
• Whisky
• Forest-based tourism
• Country sports
• Wildlife tourism
• Destination Development approach
• Tourism Management Programme

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Mercat Tours, Edinburgh

• Use of technology to link sales, marketing and
  administration systems
• Street-based sales staff linked through PDAs to
  booking system and databases
• Handle sales from a range of channels in real
  time e.g. on street, TICs, website
• Credit card sales on the street and no re-keying
  of data back at the office
• Builds customer databases for further marketing
• Smoother and better service for the customer

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Tweeddale Tourism Consortium

• Presents the diverse range of what the area has
  to offer the visitor
• On-line map provides instant information about
  activities and attractions
• Pop-up windows with descriptions, details of
  location, web links etc
• Can search by theme e.g. adventure and pick up
  information about events
• Still being developed e.g. quality of base map
  and level of information
• important for sharing information across
  businesses as well as directly to visitors

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Mackintosh Trail Ticket, Glasgow

• Underground and bus travel plus free entry /
  discounts at Mackintosh sites
• Major collaboration across 12 Mackintosh sites,
  SPT, First Group.
• Number of challenges had to be overcome and
  training provided to staff on ticketing
  arrangements
• Now up and running and working well.

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National Galleries of Scotland

• Use of pod-casts to broaden the appeal of their
  exhibitions to a younger audience
• Marketing to raise awareness prior to visit and
  also to enhance the visit itself through a
  personal audio tour
• Piloted for 2006 Van Gogh exhibition
• On-line podcurator menu with recording
  providing background on artist and exhibition
• Can download and take along as personal guide to
  the exhibition
• 20,000 downloads

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More information

• Its not all about technology! e.g. TIDA projects
  around
• Food
• Whisky
• Golf
• Culture
• Wildlife
• Landscape photography
• Forests
• etc
• More on www.scottish-enterprise.com and follow
  links to
• Tourism, Initiatives and Innovation.