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Project OverviewsThe following examples provide a chronological overview demonstrating the scope of experience within the field of tourism research and business development . A little more detail is provided for some to show depth and variety: Tourism Infrastructure Development Malawi Development and upgrade of Malawi Institute of Tourism in order to provide skilled and trained personnel for the emergent tourism industry of this nation > Project funded by the Scottish Executive 2006-8. 2006-2007
This EC funded project comes under the umbrella of the Scottish EQUAL Developing Partnerships Initiative. This project involves a comprehensive research and business development exercise set to empower and engage new businesses in an innovative training programme. It focuses attention on building entrepreneurial expertise among 20 new tourism related businesses operating within two disadvantaged rural areas in Scotland. It explores ways of doing this by applying a range of unique icons to the business development process. These identified cultural heritage icons represent famous personalities, period buildings, landscape and seascape attributes, wildlife and products which are unique to both areas. The project serves to raise awareness, among these new business operators, of the iconic significance of the locality. It aims to inspire them to improve their knowledge of and sense of pride in the area and to learn how this knowledge can be applied to develop their business potential. The idea is to explore the use icons in product branding to develop business through raising the profile of the area and increase participation in local cultural activities by residents and visitors. Training focuses on ways to use icons in product branding to develop sustainable business networks e.g. forge closer links with local heritage organisations and the wider tourism sector to achieve mutual benefits. This is facilitated by local area learning journeys and training workshops that encourage active involvement and leadership within the group to maximise impact and sustainability in the longer term. The methodology is also being discussed at a transnational level to explore ways of adapting it to suit Equal partners who represent regions in Spain and Germany.
1999 to 2006
This nationally important research on visitor attractions performance has been undertaken for England, Wales, Scotland and Northern Ireland. The Moffat Centre staff have also worked on behalf of VisitBritain, Wales Tourist Board and Northern Ireland Tourist Board to bring together all their surveys in two UK wide reports Sightseeing in the UK and Visits to UK Visitor Attractions. During this time the Centre staff were responsible for working with all national boards to improve the methodology, harmonise surveys and manage UK wide analysis. The Moffat Centre also took on board national surveys England in 2000 and for Wales (questionnaires and reports translated in English and Welsh) in 2003 while Northern Ireland gathered their own information in-house. The Moffat Centre continues to carry on visitor attraction research for Scotland and Wales and is a source of expert advice in attraction development and marketing worldwide. 2006
2005-2006 2002 - 2006
(2) Towards 2009: Burns National Audit and Economic Impact Study was undertaken on behalf of Scottish Enterprise Ayrshire. It identified the scale and importance of the Robert Burns brand and the significance of the ‘bard’s identity nationally and internationally. The main objective was to produce a sustainable action plan for the 2009 homecoming with identified budget and proposed development opportunities. (3) Burns Humanitarian Award Options Appraisal involved a comprehensive interview and benchmarking exercise to provide recommendations for the development of the Burns Humanitarian Award which up until 2006 was part of the Burns Festival opening event. 2005-2006 The Moffat Centre is a registered and established UK Department of Trade and Industry provider of Business development Assistance to Tourism Businesses throughout the UK. This project involves Business development, Marketing and Sales advice and Mentoring and Profit Improvement targeting mainly visitor attraction and accommodation businesses. In 2005 the project provided partnership assistance for 25 of the largest visitor attractions in Suffolk. Similar assistance purely in the visitor attraction Sector has been provided in North Wales for some 23 businesses. The Moffat Centre continues to work with small businesses under the PTP programme. 2005
The impact study examined the contribution museums and galleries make to the tourism and cultural infrastructure of Scotland. The project tackled in some detail a critique of the definition of cultural heritage, identified the iconic significance of museums. The summary and full report are published online on http://www.scottishmuseums.org.uk
This study provided a business plan and guidance to Scottish Enterprise Glasgow to ensure that the new Botanic Garden facility provides visitors with a successful and enjoyable experience while at the same time realising a financially secure future. 2005 2004
2004 2004 This project involved providing recommendations for the commercial development of visitor services at the Royal Botanic Gardens. 2004 2004 2003
2003 2003 Historically, Aberdeen’s Duthie Park and Winter Gardens (DPWG) has been an important cultural icon for both visitors to and residents of Aberdeen. The redevelopment of the park was required to significantly increase visitation by local communities, host populations and leisure visitors. As there were little existing visitor statistics new data collection methods were developed to build valuable visitor/consumer data. In order to achieve this staff in the Park were trained on how to perform intercept surveys. The development of a marketing plan and sales orientation for operation was created in order to maximise yields and increase the quality of the visitor experience 2003 2003 This is a two part review of best practice and the development of competitive exemplars being conducted for this active consortium of visitor attractions in North Wales. This has involved looking at outstanding attractions that can provide clear indications of how to develop in identified areas such as: family based marketing, seasonal extension, spend on site, developing profitable events, growing corporate hospitality etc. The lessons are provided via arranged field trips to quality exemplars with briefing and ‘behind the scenes’ guidance for operators
2003 In 2003 the Moffat Centre in partnership with VisitScotland have developed a range of Tourism Indicators, Forecasts and Scenario Models that are providing the basis for future policy and planning at an NTO level. They will provide key data and forecasts forward to 5 years and represent some of the most advanced work anywhere in the world in this field (Joint research project with VisitScotland) The Moffat Centre delivered Tourism Advisory Services on behalf of Scottish Enterprise Renfrewshire. Several hospitality projects have been undertaken with clients including: 2002 An exploration of volunteer support in the National Trust for Scotland (NTS) involved a comprehensive survey of volunteers working in historic buildings, countryside properties and shops which were managed by the NTS. 2002 The Moffat Centre was requested by the Scottish Enterprise, Highlands and Islands Enterprise to undertake a major analysis of the area of food and tourism. The Food and Tourism Cluster Initiative assessed successful examples of overseas food festivals and events that provide competitive exemplars. 2000-2002 This project involved a review of catering provision across the zoo, a detailed analysis of financial statements, and service and menu development. Further support was provided towards the distribution of a tender specification document to outside suppliers, and a subsequent interview selection process. 2002 This project involved working with the planning steering group and providing recommendations for commercial service provision within the transformed Kelvingrove development. A review and best practice comparison exercise was undertaken to consider how Scottish Regional Parks should develop and build on their huge potential urban catchment areas in order to drive usage and access. Comparable National and Regional Park situations were analysed and compared in the UK and Ireland in order to provide a clear development plan for the client park (Client: Clyde Muirshiel Regional Park, Scottish Enterprise Renfrewshire) 2000
2000
The Centre has co-developed and delivered alongside Mo Scott (Earlshill Farm Foods, and previous owner of Poachers Restaurant, which was awarded a Michelin Red M). This initiative focused on food costing, presentation styles, and marketing whilst encouraging the use of local, Scottish produce. The Initiative was delivered to prepare tourism operators for the opening of the Loch Lomond National Park [2001-2]. The success of this initiative has recently led to the commissioning of a similar programme in and around the Aberfoyle region [2002-3]. Long-term business development support for this growing estate managed by the family of the Chief of the Clan MacMillan. Support has been provided towards catering provision (currently franchised), staff development, marketing and promotion through development of a family of brochures, web-site, Thistle Award Application, etc. 2000 Business development support including a Business Development Review, guidance and support towards the redevelopment of the coffee shop within one of Clyde Valley’s longest established and largest garden centres. The new 200+ seater shop includes indoor and outdoor seating, and has been designed to complement the theme of fresh local produce using a design of glass and horticulture. The coffee shop menu relies on home-baking and traditional recipes, with a clear absence of fried foods. 2001-2002 This review of catering provision across some of Glasgow’s key museum and galleries, undertaken on behalf of Glasgow City Council. This project involved primary research through intercept surveys, benchmarking against international attractions, and undertaking quality assessments of units. 1999 This comprehensive project was undertaken on behalf of the Cultural Heritage National Training Organisation and Metier. It sampled and analysed through surveys and interviewing the state of the labour market and skills needs and shortages in training in the Cultural Heritage and Arts and Entertainment sectors. 1999
1998 – long-term business development support towards the growth of the group. This included the introduction of catering provision in the Habitat retail store (Buchanan Galleries, Glasgow), the purchase of the original premises from a lease, and significant support towards marketing, promotion and press [1998-current]. 1997 – long-term business development support for this growing company which includes the original tea room in Sauchiehall Street which is located within the original Charles Rennie Mackintosh/ Kate Cranston tea room (and remains a visitor attraction in its own right). The Group also operates at the larger Buchanan Street location which is located over 3 floors, and has an outside catering function. The Group has been successful in achieving press and promotion whilst retaining a focus on staff development, and has been awarded Investors in People (IIP). 1999
This project identified 10 important tourism destinations which included Canada, Denmark, Finland, France, Germany, Netherlands, Norway, the Republic of Ireland, Singapore and USA. The study generated 10 visitor attraction case study examples of best practice. This included examples where cultural and heritage was presented in an innovative way. 1998-1999 This project considered key lessons from the growth and success of Dublin as an urban tourism destination and considered the role of key agencies such as NTOs, Convention Bureaus, Development funding etc. This 12 month period of analysis explored public and private sector development in both cities in order to best understand from a Scottish perspective key lessons to be taken from the Irish model. 1997 Professor Lennon was a co-author of this influential work on visitor attraction competitor analysis. A full summary of the report is available on www.scotexchange.net and is one of the most downloaded reports held on the site. Professor Lennon undertook competitor analysis of leading attractions in the USA, Singapore, Germany, Ireland and the UK with a view to providing development guidance for the visitor attractions industry in Scotland (Client: Scottish Enterprise).
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2005-2007 
2005-2006
For the last seven years the Moffat Centre has worked on behalf of VisitScotland to compile the national statistical performance indicators on cultural tourism attractions in the form of the annual Scottish Visitor Attraction Monitor (VAM). Attractions include a range of public and private operators from large operations like National Museums and Galleries to small independent operators like Shetland Jewellery (pictured).
The Dalriada project is in a development phase and in order to secure up to £1.8m funding from HLF a Marketing Strategy must be drafted. The Marketing Strategy will be informed by the outcomes of the research programme detailed in this proposal. The Moffat Centre undertook research to identify existing tourism product and opportunities for development, target markets and preferences for marketing activity and visitor information delivery systems, content and style be informed by the outcomes of the research undertaken by the Moffat Centre. 
This project involved an area audit, evaluation and development of a Marketing Plan to cover the period of initial funding for the Geo Park to 2008. The objectives were to: identify the key elements of the North West Highland Geopark tourism product; recommend the most appropriate routes to potential market segments for the Geopark's products; create a realistic, time-framed action plan for the delivery of the above recommendations, including an assessment of the most appropriate deliverers of actions and to recommend an effective monitoring framework for all marketing activities.
This project involved providing recommendations for the sustainable development of this amenity as a cultural landscape for the use of local people and visitors to the area. The aims of the project are to develop tourism potential and encourage more recreational use
within this locality in activities such as cultural heritage related education, walking and cycling. The project involved a serious of successful workshops which raised awareness and involved a diverse range of community representatives and stakeholders in the planning and decision making process for this proposed development.
It served to assess the economic impact of the Burns and a’ Festival and initially provided a framework for replicating the impact assessment year on year. The project also served to Raise awareness of Robert Burns and contemporary Scottish culture, and provide a positive platform for the attraction of private sponsorship in future years. 
This comprehensive research project was undertaken on behalf of the Scottish Museums Council to inform the Scottish Executive’s Cultural Commission’s report ‘Our Next Major Enterprise’ Report which was published in June 2005 (See section 16.15.2 sub-heading Marketing, promotion and links to tourism on http://www.scotland.gov.uk/Publications/2005/09/0191729/18061
2005
This project involved an audit of new displays and effectiveness of access to a wide range of user groups including school children, partially sighted, English as second language, non-expert visitors and tourists. Interviews, participant observation and intercept surveys were used to acquire information.
2004
Renfrewshire Museums Service to review the revenue generation potential of Paisley Museums and Art Galleries and Coats Observatory. Particular emphasis was placed on the development of quality visitor services and interpretation. Paisley Museum textile industrial Coates whose Paisley mill (pictured) developed and produced the internationally renowned Paisley pattern design.
Glasgow Council on behalf of the Clyde Maritime Trust. This project is part of a major riverside development underway on the banks of the River Clyde.
This project was undertaken on behalf of the National Trust for Scotland. It involved an audit of the Trusts 12 leading properties and benchmarking exercise identifying examples of best practice. The report identified the thematic aspects of operation/revenue potential and visitor journey reform necessary for the 12 properties; and a brief prioritised action plan for each property.
This comprehensive project involved the design of appropriate questionnaires targeting a range of users and non-users of Galloway Forest Park. This resulted in a year long longitudinal seasonal intercept survey of visitors to GFP and nearby towns. The survey targeted the three Forestry Commission visitor centres, other popular locations within GFP and a town based street intercept. Tourism information centres in towns nearby and local accommodation businesses were provided with a supply of self-complete surveys. Intercept surveys were undertaken from March until October when the visitor centres closed for the winter. The purpose of the survey was to provide:
This project appraised the potential impact of this proposed 14 stop Heritage Trail that passed through Ayr town centre. The route focussed on built heritage and Scottish heritage personalities including James Watt the inventor, Robert Burns the poet and David Wilkie the painter (all pictured on wall of Ayr Academy). Recommendations considered the potential economic impact of such a trail on local businesses, tourism and the local economy. It also considered proposed trail route, attraction linkages and generic branding and provided best practice recommendations for interpretative signage and business development. 
St John’s Tower Ayr Evaluation and Appraisal was undertaken on behalf of South Ayrshire Council. 
This project was undertaken on behalf of the Scottish Borders Tourist Board and aimed to provide recommendations for the development of the Borders Abbeys Way heritage walk. This circular footpath touched on four significant Borders ancient heritage sites, i.e. Dryburgh Abbey (pictured), Melrose Abbey, Jedburgh Abbey, Kelso Abbey. http://www.bordersabbeysway.fsnet.co.uk/
In 1998 Professor Lennon worked with Professor Tony Seaton from the Scottish Tourism Research Unit on a benchmarking study funded by Scottish Enterprise.