Print This Page Print This Page

Industry and Sectoral Analysis

An Audit of existing, developing and potential new Shetland Tourism Products

Tourism Products in Shetland Key objectives of this project include establishing a baseline of current tourism products within Shetland, how they are marketed and what their target markets are. Establishing what tourism products are surrently being developed and how they should be marketed, and identification of potential new tourism products as well as investigation of the potential to develop existing, developing and new tourism products within Shetland.

Desk research was carried out to investigate other relevant reports and strategies that could inform data collection and results.  Several reports and websites from around the world were examined along with 110 tourism related brochures and literature from Shetland.  A total of 86 Interviews were conducted with key personnel from relevant businesses and organisations based on suggestions by the client and the consultant in order to gather information on what were perceived to be the main products Shetland has to offer, or could develop.

Shetland Visitor Survey 2006

View of Vaila Watch TowerThis was a major exit survey using face to face questionnaires and calibration exercise of visitors leaving the islands over a 12 month period.  It gathered a huge amount of information about visitors to Shetland, how much they spend and their views of facilities and overall experience.

Shetland Economic Reviews

Sectors of Shetland EconomyAB Associates were commissioned by the Shetland Enterprise to produce twice yearly commentary of the state of the Shetland Economy.  These have resulted in an immense amount of information for comparison in the construction, fisheries, agriculture, tourism and oil industries.

Economic reviews were conducted by carrying out desk based research initially, examining the areas of concern identified in the previous review, investigating public sector policies and analysis of monthly unemployment data and quarterly labour market surveys.  Extensive interviewing was carried out with key personnel from the industry associations and the public sector, in addition to private sector individuals.  Data is collected and presented to the client in a useable format to enable policy preparation and support funding investment.

Labour Market Projections

Job Vacancies in the Shetland TimesThe purpose of this report was to provide HIE Shetland with projections of labour demand and labour supply for the period 2006-2011.  This included producing a baseline position, production of a local economy/population forecasting model based on examples from other areas and national models and scenario generation.  Desk based research, data gathering and a survey of key individuals and groups in Shetland through interviewing and structured meetings was carried out to enable us to analyse occupation structure by sector.

Tourism Impact Assessment

The purpose of this study was to establish credible information on the economic performance of tourism in Shetland. The project included assessment of the value of tourism to transport operators, visitor attractions, accommodation providers, restaurants, cafés, pubs, retailers and visitor service providers. We carried out an assessment on full-time equivalent jobs and gauged the opinion of the commercial sector on the future prospects for tourism in Shetland.

The project involved desk research and survey work to quantify a baseline for the industry then assess the employment and monetary value of tourism to the Shetland economy.

The approach adopted was highly innovative and went beyond the ‘normal’ impact methodology in order to try and assess a fuller impact than is possible using conventional techniques.

Tourism Satellite Accounts (TSA) were produced with the aid of data from the Shetland Input/Output tables and using the same methodology as adopted for the creation of the Scottish Tourism Satellite Accounts. The methodology also has the approval of the World Tourism Organisation and the UN.

Six tables were constructed and included estimates of inbound and outbound tourism consumption with leakages value added by sector, capital expenditure, public expenditure, tourism dependent employment by sector, and importantly it included the value of internal domestic tourism in the Islands which had not been calculated before.

As far as we are aware this is the first time TSAs have been produced at a sub national level.

Regional Music Industry Study

Shetland Music IndustryThe purpose of this study was to establish the value of the Shetland music industry in economic and social terms, based on 2002 data.  The study involved a survey of 50 groups, venues and performers mainly face-to-face in first instance followed by 250 postal surveys including additional groups, venues, performers, instrument makers, retailers, tutors, media organisations, technical support services and transport providers, as well as a 10% sample of the local population.  This survey was conducted through postal methods, and included data inputting, cleansing and verification, analysis and report writing.

Regional Camping and Caravanning Study.

Skeld Camp SiteStudy to develop a strategic overview of the future of camping and caravanning facilities in Shetland it included an audit of existing facilities, an analysis of demand, and the preparation of a strategy and action plan.  The project Involved surveys of over 100 organisations through postal survey methods, data inputting, cleansing and verification, analysis and report writing.

Textile Survey

Fair-Isle KnittingThe project remit was to undertake a study of marketing activity undertaken by Shetland’s textile sector.  The objectives of the project were to: Gain an accurate picture of the level and nature of market research undertaken by businesses; Gain an understanding of the level of marketing knowledge and expertise of businesses; Identify the level of understanding the textile industry has of the Shetland target market, thinking in terms of both intermediaries (wholesalers, retailers) as well as final consumers and the industry’s relationship with them; Identify any barriers that may exist to more successful marketing, for example skill deficiencies that may inhibit improvements in quality, lack of skilled labour, lack of reward stemming from low prices or inadequate design advice; Identify the forms of support or assistance that would be most useful for these sectors in enhancing all aspects of their marketing activities, such as product development, training and research.

Interviews were carried out with the majority of textile producers face-to-face, with the remainder being sent postal questionnaires.  The next wave of textile producers, those at the Shetland College doing textile courses, were also contacted by holding a group meeting then filling in questionnaires.

Shetland Childcare 2012.

Shetland Chilcare Partnership Logo
The main purpose of this report was to produce a childcare strategy and action plan for Shetland that addresses the key issues facing childcare provision.  An extensive survey of parents, providers, partners in the local childcare partnership, children and employers was carried out amounting to 427 interviews; 73 face to face and 354 postal questionnaires.