The agency will establish a new media unit to investigate the latest communications techniques – including podcasts, video streaming and text messaging – and put them into practice.
VisitScotland says that the new media unit will gather a library of digital media content covering all aspects of Scottish tourism; investigate the possibility of setting up a content management service to feed an online TV channel promoting specific events and activities; roll out the use of hand-held devices to capture consumer feedback and transmit feedback to a central database, and develop tourism-related retail goods online.
Tourism minister Patricia Ferguson commented, Visitors are increasingly finding new ways to accessing information about holiday destinations, both in choosing where to go, and finding out what to do once they reach their destination. VisitScotland needs to keep ahead of the competition and use increasingly sophisticated methods of attracting visitors.
