Managing the teams who “sell” Scotland: HR strategies in the tourism industry Available to Purchase

A current cinema and television advertisement sells Scotland as a holiday destination through a combination of beguiling images and mellifluous traditional music. No city, region or country rests on its laurels these days. There is never an assumption that a place is so beautiful, people will turn up anyway. A similarly proactive approach has become the prevailing ethos in ensuring the greatest possible effectiveness of public services, including within the tourism industry.