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
\ngovernment tourism initiative within the geographic context
\nof Scotland. It highlights the centrality of public-private
\npartnership and the catalytic role of key government
\nagencies in channelling investment, energies, events and
\nmarketing effort for a nationally focused tourism theme of
\nHomecoming Scotland 2009 (HS09). The review also delves
\nbelow the public relations veneer of many such activities to
\nuncover the political debates and controversies, and the
\nwider issues that may have detracted from the degree of
\nsuccess achieved by the initiative. Given that, the initiative
\nwas concluded only within the last few months and has still
\nto be fully evaluated; it is only possible to draw tentative
\nconclusions on the projects outcomes for tourism
\ndestination marketing and management in general. The
\nlonger-term impacts of HS09 such as repeat visitation and
\nchanges in the perception of Scotland will take a number of
\nyears to monitor, and only then will we be able to assess the
\nlegacy benefits of HS09.