Aurélie salsarulo loch ness the influence of a myth in the scottish economy-2011
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Transcript of Aurélie salsarulo loch ness the influence of a myth in the scottish economy-2011
As part of obtaining the DUETI
for the year 2008 /2009 3rd year
BA Business Management
Summary
Part 1: Loch Ness : a myth rooted in memories
I. Brief history
II. The economic reality
Part 2: Conclusions
I. Nessy : an uncertain future
II. My Scottish experience
PART 1 Loch Ness : a myth rooted in
memories
- Famous because of the exposure of a possible monster in the loch
- A part of the Great Glen
I. Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs
Before 1933 Uncertainties and speculations:
a lot of stories, rumors, books about its possible life
1933 to 1934 The effervescence: a society phenomenon
1935 to 1949 The monster lives from its notoriety: -> estimation of thousand people who had
seen Nessie from 1933
I. Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs
50s: a renewed interest:
-> increasing of tourists in Abbey St Augustus
1960 to 1975: new promising proofs
-> Loch Ness subject among the 10 topics most frequently discussed
1976 to nowadays Reality or fiction?
-> with or without belief, the "monster " keeps attracting
tourists.
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Between 563 and 597 after JC - A recurrent story: Saint Columba He saw the creature rushed on his friend while trying to bring back the
boat from an another man hurting by the beast a few moments ago.
May 2, 1933 : MacKay couple’s experience Mrs MacKay has seen kind of whale bumps moving in
the water.
July 22, 1933 : Spicer’s incredible holidays They have seen a huge creature on the land. Note that
it is the first visual witness of a creature on land.
January 4 to 5, 1934 : Grant’s fear in the moonlight He has seen the creature jumping from the road to the Loch Ness. He observed that it had two fins in the front and to the rear of the animal, a tail of one meter fifty to two meters: the whole animal could measure five to seven meters.
I.Brief history A. Presentation B. Nessy’s history C. Striking interviews D. Photographs
I. Brief history 1. Presentation 2. Nessie’s history 3. Striking interviews 4. Photographs
November 12, 1933 - Hugh GRAY 1934 – doctor picture by Robert
WILSON
1972 - The famous “flipper” photograph
1975 – underwater snapshot by ASA
II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services
1873: beginning of tourism thanks to Queen Victoria during a cruise on the loch
1934: increasing of tourism so launching of 3 bus tours companies and nine hundred of served teas in a restaurant 1950: the legend begins to live thanks to the leaflet from Abbey Fort Augustus
• Opening of : a Loch Ness monster fan club (fee=£20) souvenirs shops in Drumnadrochit village which became the touristic headquarters of Loch Ness the Loch Ness monster exhibition centre, the Loch Ness project and 3D Loch Ness Experience by Adrian SHINE 5 cruises and 3 tours companies
• Expanditures: £14 for souvenirs and £83 in Loch Ness
II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services
Competition very close • Difficult to penetrate this market • Too many companies • Decision is made on few details
Competitive advantage • Main difference between cruises companies : customer comfort
Loch Ness Marketing • Providing a service to film television and media throughout the Highlands • Willie CAMERON is responsible of event management and coordination for the music industry
3 different strategies
Drumnadrochit, headquarters of Loch Ness Marketing • Implementation of TV programs like Sky TV, Irish TV • In just a few decades, Nessy has been transformed in the public imagination
II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services
2 types of communication
Nessy’s mystery is everywhere whatever the media.
Results on YouTube : more than 2 000 video clips
• Articles in newspapers dated by 2003 until 2008 • From BBC ONE, Times online, France Inter Odyssée, The Inverness Courrier, Scotsman
People see what they only want to see.
II. The economic reality A. Tourism B. Marketing strategies C. Communication strategies D. Products & services
Nessy is a protected species since 1934.
Inside the Nessie shop
Movies:
Items: Services:
The Loch Ness centre
3D Loch Ness experience
PART 2 Conclusions
I. Nessie : an uncertain future A. Different possible futures B. An interesting project
2 different scenarios: The best : people keep living the legend generation from generation, evidences of Nessie’s existence, concentrated market, a special law for Nessie,… The worst : people will be disappointed, some shops will bankrupt,…
=> THE reference site for general scientific information concerning the exploration and investigation into Loch Ness and its famous monster controversy. => A kind of guide fully illustrated to places and events, latest exploration: Operation Groundtruth Explore places and events, a guided tour around the Loch and beneath the surface.
I. Nessie : an uncertain future A. Different possible futures B. An interesting project
New Everywhere
Silent
Security Evidence
International influence
II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally
II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally
During my Trip I discovered
Scottish Habits.
I win some Independence that favors me
to be Self-confident.
I Took initiatives in a new Life style
that made this Experience unforgettable and amazing.
T H
I S
T L
E
II. My Scottish experience A. The facts B. What I learned personally C. What I learned professionally
Thanks to Teamwork,
I have developed new management Habits in an International context.
I have improved my Spirit of analysis and synthesis.
Today I have the ambition
to extend my Leadership in order to favor Exchange with others.
T
H I S
T L
E
Thank you for listening. I would be pleased to answer
any question.