2. Methodology
Key objectives of this study were to understand the profile of people amongst VisitScotland’s UK and Ireland database who took a holiday or short break in Scotland between January and December 2022.
The survey explored the holiday behaviours and views of this engaged audience drawn from VisitScotland’s (VS) UK consumer database. This audience receives marketing communications from VS, and many are loyal and repeat visitors to Scotland. The findings do not therefore represent a nationally representative sample and may not be representative of all those who may have taken holidays or short breaks in Scotland in 2022.
The data was collected by online survey by an independent research firm, Progressive Partnership Limited. Fieldwork was undertaken between 16 January and 13 February 2023. The final achieved sample size was 3,187.