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Journal of Sport & Tourism 
Volume 11, 2006 - Issue 1

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Pages 51-76 | Published online: 30 Nov 2006
Original Articles

Analysing the Promotion of Adventure

Tourism: A Case Study of Scotland
Stephen J. Page, William Steele & Joanne Connell
 Cite this article  https://doi.org/10.1080/14775080600985358

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Abstract

Adventure tourism promotion is now widely used a component of place imagery and
product development in countries where this is a nascent industry sector. This paper
presents a case study of the recent imagery and promotion of adventure tourism in
Scotland in 2004 by the public sector. The case study highlights the interconnections
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reviews the type of imagery developed and used to attract visitors to Scotland. The
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photographic material as a tool for tourism promotion
and provides an analysis of this form of material using content analysis based on the

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research
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Analysing the Promotion of Adventure Tou ....
another context.

 Keywords: Adventure Tourism Scotland Promotional Images Photographs VisitScotland

Notes

1. Extreme sport is normally associated with adventure activities that involve a major
adrenaline rush, such as bungee jumping, white water rafting, potholing, and other
similar activities.

2. In 2005, this network was replaced by a harmonised VisitScotland Tourism Network

with functions for the entire network managed across Scotland from di"erent hubs,
as opposed to all activity driven from its Edinburgh Headquarters.

3. Semiotics is the study of signs and symbols, what they mean, and how they are
used; the science of signs, #rst proposed in 1916 by linguist Ferdinand de Saussure,
but developed in particular in the work of Roland Barthes (France) and C.S. Peirce
(USA). Semiotics (or semiology) is based on the premise that all human
communication is founded in an assemblage of signs—verbal, aural, and visual—
which is essentially systematic.

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Is adventure tourism a coherent concept? A review of research approaches on adventure tourism 

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Home All Journals Journal of Sport & Tourism List of Issues Volume 11, Issue 1
Analysing the Promotion
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