Strategies for optimising revenues from short breaks: lessons from the Scottish hotel markets

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


This chapter explores the strategic dimensions of enhancing revenue from commercial elements of the Scottish short break market from an industrial economics approach. The focus of the case study is on hotels and commercial activity, and the chapter seeks to highlight a methodological paradigm for consideration by destination managers which can be used to explore the potential of maximising short break yield from an understanding of the dynamics of the market structure and organisation strategies. The chapter begins with an examination of the structure of the short break market in Scotland and the marketing strategies adopted by hotel operators. The research methodology is then described and optimum marketing strategies are identified for various types of hotel operations. Finally, implications for destination management are discussed.
Original languageEnglish
Title of host publicationEmbracing and Managing Change in Tourism: International Case Studies
EditorsBill Faulkner, Eric Laws, Gianna Moscardo
Number of pages18
ISBN (Print)9780415159982
Publication statusPublished - May 1998


  • short breaks
  • hotel sector
  • Scotland


Dive into the research topics of 'Strategies for optimising revenues from short breaks: lessons from the Scottish hotel markets'. Together they form a unique fingerprint.

Cite this