The customers
Highlands: 70% from UK and 30% from overseas
Male 49%
Female 51%
|
Age
|
%
|
|
16-24
|
11.00%
|
|
25-34
|
24.00%
|
|
35-44
|
21.00%
|
|
45-54
|
20.00%
|
|
55-64
|
17.00%
|
|
+65
|
7.00%
|
|
Motivations
|
%
|
|
Particular interest in scenery
|
57.00%
|
|
Particular interest in history of
this area
|
23.00%
|
|
Recommendation
|
22.00%
|
|
Particular attraction
|
20.00%
|
|
Area I know well
|
20.00%
|
|
Specific activities available
|
18.00%
|
|
Undertake a particular activity
|
15.00%
|
|
Accommodation deal
|
10.00%
|
|
Tourist Board brochure
|
8.00%
|
|
Family connections
|
7.00%
|
|
Particular accommodation
|
4.00%
|
|
Special occasion
|
2.00%
|
|
A book featuring this area
|
6.00%
|
|
A movie/film featuring the
area
|
6.00%
|
Predominately scenery (57%).
History of area (23%), recommendations
(22%), know the area (20%)
Particular attractions included Loch Ness and the whisky
distilleries
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