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Scotland as a country is a tourist destination Centre. The visitors’ spending is estimated to be $ 4 billion annually and it’s a significant sector to the country’s economy. It also provides direct employment to its people. It is estimated that more than 200,000 people are employed in this industry. The country has a tourism board called Visitscotland. There are various stakeholders that have been involved with the reforms witnessed in the tourism industry. These stakeholders include; Scottish National Government, Tourists, Scottish Trade Union Congress (STUC), Scottish Tourism Alliance (STA) and private sector stakeholders like accommodation providers.

There are two major tourism reforms that have taken place in Scotland; 1st reform 1996 and 2nd reform 2002. Initially, the Scottish Tourist Board (STB) was set in 1969. It was responsible for promotion of Scottish tourism in domestic UK market. In 1993, 32 Area Tourist Boards (ATB) were created. They were funded by STB. In 1996 they were reduced to 14 in number. This led to difficulty as the areas of administration became larger hence difficulties in marketing. The second major reform came in 2002. The ATB was replaced by a centralized unit known as VisitScotland whose mandate was to ensure coherence and performance in the industry.

The Scottish Nation Government as the major stakeholder has steered major developments that are seen in the tourism industry in Scotland. Tourism industry is one of the major economic earners of the government in the country and it stimulates the economy. The government wanted to have a centralized body that could oversee the tourism industry and enhance marketing and proper co-ordination of the tourism policy; this led to the formation of visitscotland. The government played an important role in financing the programs. It also enhanced good relations with other economic agents such as Scottish Enterprise which stimulates the economy. The negative aspect of the Scottish government is that is overshadows other stakeholders though they play a vital role in the development and sustainability of the Scottish Tourism sector.

Tourists are stakeholders in the Scottish Tourism reform. This is because they are driven by their tastes and preferences. They are able to make rational choices. The reforms are designed in such a way so as to attract the tourists. The package that a country has to offer to the tourists is important. Tourists therefore enhance development of new products and improve efficiency in provision of services.

Scottish Trade Union Congress (STUC) was actively involved in the design and development of the tourism network. The goal of the union was to improve the welfare of its members through advocacy of better working conditions and fair wages (McAveety, 2004). After the dissolution of the Area Trade Boards, the 700 employees affected were considered and this was as a result of the size of the union. Majority of the employees are members of the union and hence the union can collectively influence decision making. The set back that result from the STUC is that it collectively represents opinion of a group which can differ for an individual in the union.

Scottish Tourism Alliance (STA) has been involved in facilitating and coordination of tourism activities in Scotland. The Alliance enhances proper marketing in the local area. The negative effect of the alliance is that its work may conflict with that one of the board of the tourism, VisitScotland.

The other stakeholders are the private sector. They play a vital role in tourism sector development and in influencing reforms in the industry. Accommodation providers such as B&B, Hostels, Hotels, Resorts and Guest Houses provide services that the government does not provided and hence increases the country’s capacity to hold more tourists.

In conclusion, various stakeholders significantly influenced reforms in the Scottish tourism Sector. TheNational Government came up with a board that is concerned with the tourism sector, visitscotland. Other stakeholders have collaborated with the government and hence the tremendous performance of the sector.

Code: Sample20

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