Role of Social Media in Developing Awareness

Role of Social Media in Developing Awareness Part A: Use of social media Social media plays an important role in awareness creation. It provides the best mode of communication to many organizations in the present world. It involves the use of social networks such as Televisions, face book, websites among other broadcasting techniques. Social media build an idea environment for interaction where people can meet and share their idea. Communication in the social media covers a wide area since many people are accessible to the information, for instance, many people can access information posted to a Facebook page. Information posted can be spread to many people over a short period of time. Advancement in technology has played an important role in improving social media communication. People who are a distant apart can communicate to each other as if they are close to each other. Many organizations have utilized the social media to communicate their agenda to the mass. This text will focus on Acorns Childrens Hospice, one of the social care organizations by an alysing how the organization utilizes social media to create its awareness (Firth, Luff, Oliviere, 2005, 58). Acorn children hospice trust is one of the registered charity organizations that offers network of care and support to the life-threatened and life-limited children and their families across the entire central England. The organization constitutes a well community team that offers support to families in their homes. Aware creation is important since it helps the family to mobilize resources and seek for support from various organizations in order to support the charity work. Social media enhances the acknowledgement of the organization and its activities globally and therefore, anybody willing to support the organization can do it from wherever they are (Firth, Luff, Oliviere, 2005, 56). The organization uses various social media to communicate on their values. These include advertisement through the television. This provides an ideal method of awareness creation since most people are accessible to television in the present world. The advertisements are made at a given interval period of time repeatedly so that many people can acquire the information communicated on the advertisement. For example, the North West hospice club jointly came together to launch a joint TV advertisement. The main aim of the advertisement was to raise funds and creation of awareness about their existence They also use Face book to advertise their services and terms of operation. For more emphasis, they upload the group photo of the children supported by the organization and post it on face book. Through these, anybody who accesses their page will see their existence. Face book forms one of the most used social media today. Studies show that most youth today are addicted to Face-book, approximately more than half the youth population in the world access Face book every day. They access Face book through chatting with friend and in the process they can come across the adverts made via the Face book. They have form their Face book link and twitter link that people can follow to access their information They also have a website where they post their activities and news. Anybody can access the information posted on the website when he or she visits the website. They have a well-organized website where they description. They have pages and links on the website that people can follow in order to partner with them in their activities. One can reach their site by clicking www.acorns.org.uk. Websites are not very popular compared to the Facebook and twitters. The advantage in the website is that they provide a deep description of the activities of the company and therefore, one can get full details about the company from their website. Advertisement on the website is conducive for the current digital world, the advertisement can be read by any person in the world. The only disadvantage with this kind of advertisement is that the analogue people may not get the information and therefore they may not get accessed to the information. This mode of awareness creation only favours literate peop le and this that the information is limited to the learned people who can access the internet (Brown Warr, 2007, 35). The organization also uses social interaction and engagement in social activities to advertise their existence. This provides one of the best way of awareness creation, however, it is only limited to the region where the firm is located. The children home is the official charity of Aston Villa. They have the acorn’s day where they engage in so many activities. Since people like football, the association of the organization with football enhance the knowledge of people about the organization (Tuten, 2008, 68). Internet is used by people of all ages and therefore it forms one of the major medium of communication and is used to replace the TV advertisement, magazine and newspaper advertisement because of their limited coverage and lack of standardization. Online advertisement does not limit the volume of information that can be posted on the net and therefore, it allows the organization to give a full description of their activities. The organization can improve their awareness creation campaign using the social media by forming a link that link that can allow people to access the information using the phones via the text message. The information presented in this manner will reach the biggest percentage of people in the whole world including people who are not accessed to network. Communications on the social media are usually communicated in English which is a common language of the social network. This limits people who cannot understand English from acquiring the information. The information can be structured in that it is communicated in various language that at least many people if not all can understand. The information posted should give a detail of their programs, their ambitions and visions as an organization rather than just communicating their existence. People will get attracted to the company and be willing to visit their social websites and social Face book accounts after learning of the organizational visions and operational strategy. Evaluation according to appendix 3 Does your agency use social media? (since when, in what ways) Yes, the urgency uses social has been using social media since the period when it was formed. The group uses TV, and social networks such as Facebook to create awareness. How successful do you think it is? The use of social network has helped the organization to get donors who support the program. How many of your staff have social media skills? About a half of the staff members have some skills in social media Do you use social media in direct service delivery? Yes How might your agency/organisation use social media in the future? The organization can advance in its use of social media establishing a data base that will be used to update the organization’s program to the interested people. Is there anything else you would like to say on the use of social media in social care? Social media plays an important role in awareness creation about the social care organizations. Part B: Reflective Summery Effective communication is fundamental factors in an individual’s life. It is the key interpersonal skill and learning how an individual can improve communication skills is an important value in life. Communication involves the sending of the message and receiving of the message. Engagement in activities in these modules has enhanced my communication and interpersonal relations in various ways. Proper communication and interpersonal understanding enhances the individual’s relationship in the social area (Donnelly, Neville, 2008, 37). It helps in avoiding misunderstanding and possible conflicts that may arise between two individuals. People conflict over issues because of misunderstanding that arises from poor communication skills. Eloquent speech shows maturity and organization in an individual’s thinking. Through the module, my way of information presentation has improved in that I can now present information in a way that it can be understood easily. One of the important aspects in communication that I learnt is the art of listening. Listening is a critical element in a communication that involves more than one person. It mostly affects the verbal communication. Poor listening leads to misunderstanding in the communication and this may result to disagreement between the parties involved in communication (Donnelly, Neville, 2008, 39). There is need of using clarification and reflections in order to understand the meaning and the intention of the communication from the other party to avoid confusion. Interpersonal skills help us to communicate effectively and interact with people in our daily activities. People with strong interpersonal skills are usually successful in both the personal and professional life. Good interpersonal skills bring out the perception of calm, optimistic charismatic and confident in and individual and these qualities are usually appealing to others. Through the module I have acquired confident to relate positively with every person I interact with unlike in the past where I could segregate myself and chose people to communicate with. Effective communication is a communication that is bias free and does not tolerate prejudice. Some of the interpersonal skills learned in the module include verbal communication, non-verbal communication, negotiation, listening, problem solving, decision making and assertiveness. I can now express my ideas in an organized manner and in a scenario where there is need of negotiation; I know the approach to take. The study about communication skills and interpersonal skills is an important study that should be encouraged in any learning institution. Many people lack proper communication and interpersonal skills and therefore, they cannot address matters affecting them in the best way. This is the reason why there is a lot of wars and conflict in many parts of the world today. These skills are also important in the development and success of any business organization (Koprowska, 2010, 128). Building good communication skills help in reducing stress. Proper communication builds friendship and strong social support to an individual. One can easily vent out issues affecting them to the people they trust. On the other hand, interpersonal skills enable an individual to make appropriate decision on matters affecting him or her (Whitcomb, Whitcomb, 2013, 190). People usually face problems and challenges in the daily life and the major problem comes when an individual has to make a decision on a given matter at hand. This is the point where many people fail and because they don’t know the decision making skills, they end up making poor and informed decision that causes a lot of problems in their life. The module enhanced my decision making skills in that now I can take time, analyze the problem and eventually come out with an appropriate decision. Proper communication needs experimentation and practice. The skills are learned through experience and they improve along the course of life. Communication requires application of ethics and etiquette. In communication, I have learned to be honest and never to criticize anybody during the conversation. Communication involves allowing oneself to be challenged by other people’s idea. One should focus on the conversation during the communication process and avoid any form of interruption that may deter effective communication. Some of the ways in which an individual can improve the interpersonal and communication skills are as follows. An individual may seek an opportunity to lead in order to improve on the communication and interpersonal skills. Leadership provides a god ground for training individuals on their interaction with other people within the organization. To improve on the interpersonal skills, one ought to take up proactive initiative in any position they are. For instance, in a business setting, one may bring up fellow co-workers together to solve a problem within the institution or develop a concept that will help improve the performance of the business organization (West, Turner, 2011, 25). Through such activities, one learns how to effectively communicate with other people and at the same time he or she develops the interpersonal skills. Interpersonal skills are also perfected through practice. For example, people may learn to express themselves by engaging in writing activities since through it, it train it help a person to think before speaking out. Writing requires control and therefore, it helps people to communicate to themselves. Internal communication precedes the interpersonal communication; consistent writing can help a person improve on the interpersonal and communication skills. On the other side, practice can also be conducted by rehearsing communication skills by recording tool. Learners can record can record themselves and later on listen or watch themselves speaking. In the analysis, the person analyses the effective use of body language, language command, and tone of voice and the level of confidence. Acting is an art that offers a good opportunity to relate with various groups of people. It can enable a person to build on language command and confidence. Through acting, a person gets a chance to communicate on the stage in a manner that the audience can understand and appreciate. Through this, a person is able to build on his or her communication and interpersonal skills. There are several leaders in many spheres of life who expresses good communication and interpersonal skills. Taking time to watch and listen from speeches made by such leaders may also guide an individual to enhance the interpersonal skills. Communication and interpersonal skills determines how far an individual may go in terms of social related activities. This means that it also dictates personal success, poor communication and interpersonal skills result into failure in life (West, Turner, 2011, 23). SMART action plan Learning Objective How will objective be achieved? Action Plan How will objective be evaluated? To enhance the interpersonal and communication skills Form discussion forums and social interactions that will help people develop courage and confidence Analyse the ability of an individual to communicate in a group of people To enhance proper relations and ability to express ones idea Practice a lot of writing art Determine an individual’s ability to respond to situation and interact with various people. Enhance decision making skills Identify a problem and try to formulate a solution to the problem Analyze the effectiveness of an individual to handle a problem.

Free College Essays - The Human Psyche in Hawthornes Young Goodman Bro

Young Goodman Brown Essay: The Human Psyche Young Goodman Brown offers unique insight regarding the human psyche. Through psychoanalysis, the text shows how humans are easily manipulated when shown a temptation to succumb to a primitive desire. The text shows Goodman Brown, a puritan traveling to a religious gathering, is greeted by a strange man who serves as the device of revelation regarding the human mind. The pure mind of Goodman Brown ultimately gives-in to temptation because of the weak human will through the use of a simple device: the strange man's staff. Before the story can enter into the main plot, the text must overcome a problem. This comes when trying to show Goodman Brown's tempter. Though the reader is offered a "strange man", this creature alone cannot suffice as the cause of the puritan's downfall. If this were the case, the text would imply a belief that man is powerful enough to cause its own downfall, and the ego of one individual could triumph over another. This is not the case. The text must use a method using an outside force to instigate man's down...

Affirmative Action - Is it Fair? Essays -- Affirmative Action

Affirmative Action - Is it Fair Affirmative action in theory and in thought is intended to promote the welfare of this country’s minorities by supporting the idea that individuals are equal and should not be judged by race or sex. Therefore, in situations like job and university applications, we should consider minorities to be as feasible a choice for hire as a white male candidate, taking into consideration their background. In short, it tries to give minorities that have been at a disadvantage their whole life, an advantage they have never been open too All things considered, this does not happen. Instead, â€Å"quotas† are established and the discrimination that was once placed on the minorities now turns the other way. Let’s make up a hypothetical situation. You are sending in your first college application to Harvard. There is only one spot left open between you and someone who is black. You have slightly better grades, both of you excelled in sports, you have more volunteer hours, and co mpleted 2 foreign languages where he only has one. Applying affirmative action, you would not get the last position because of the need for ethnic diversity in the college atmosphere. Is that fair Is that right You clearly had a better dossier then him. If affirmative action is supposed to support the individual, why is it solely based on race and why doesn’t it apply to every situation based on the potential of the individual involved? What happens if in this hypothetical si...

Effective Habits Worksheet Essay

Review Phoenix Career Plan results of Career Plan Building Activity: Work Culture Preference, respond to the following in 50 to 100 words each: 1.Describe your ideal study environment. My ideal study environment has to be in a quit and organized place. I like to listen to soft classical music in the background while I study. My dominant intelligences is Visual, Verbal, and Interpersonal. Learning while I listen to music helps me focus. Having my desk organized, I spend less time digging through files and books to find the information I need for my studying. 2.List some of the distractions that might hinder your study progress or your performance in an online classroom. There are few distractions that can hinder anyone’s studying progress. With the online classroom, you need to go on the internet. There are many interesting pop-up ads and web site that will get your attention. Social community web sites such as Facebook can also distract your studying habit. The internet can be helpful in many ways, but it can also hinder your studying progress. 3.What actions can you take to manage and eliminate distractions? The best way to eliminate distractions is to set your homepage to the University of Phoenix web site. You should also bock any pop-up advertisement through internet options settings. Keep your desk organize for you to easily locate the things near your surroundings. This will help you focus on the subject your studying. 4.How will you apply your personal learning style? How does your personal Learning style affect your study habits? After finding out my VARK score, this gave me the best way for me to learn using different strategies. I have learned that I am better with Visual learning strategies. I will be more focused with underlining my notes, use symbols, charts, or graphs to display my notes. This will be more effective and going back to my notes will help me remember the lesson I have learned. 5.List 5 effective study strategies from this week that you will use. Explain why you selected them and why they are effective strategies for online learning. 1.Making studying into a part of my daily routine. Even with the busy schedule that I have, having it as my daily routine will allow me to go online and follow my syllabus and stay on track with my learning habit. This is also effective for online learners because, it is self-studies and you need to manage your time wisely to achieve your success. Your professors are not there to check up on you daily. 2.Collaborate with others will help me with the understanding of the topics. They can provide with the ideas that I haven’t thought of. Going into the discussion form, you can chat with others and express your own opinions to get feedbacks. This will help the online learns since they are not in the class room environment. 3.Trying to get more sleep daily. This is something I really focused this week. Sleeping will reduce your stress level and help you focus more on the topic. Online learners might be busy with their schedules. This is something they all should consider. It will improve your personal as well. 4.Following a regular exercise program is something I am going to try. Exercising is also related to stress level. It is very difficult to focus when you are stressed. The best way to release stress is to exercise. Exercise will help everyone who are studying online. 5.Getting a tutor will be something I will use later in the difficult courses. With my current busy schedule, it is very difficult keeping up with the subjects. Having a tutor will help me with the things I missed. This will help the online learners in the same way that I did. 6.Identify one change you can make immediately to increase the effectiveness of your study habits. Explain how this will help you become more effective. Making studying into a part of my daily routine will be the most effective way to increase the effectiveness of my studying. Set myself with a fixed time schedule and always committed to the studying schedules, As long as I follow the schedule well, this will change my daily routine and I will always make an appointment around my studying time. 7.How does your personal learning style relate to your ideal workplace and your personal work competencies? With my personal learning style, I am likely to gain more from visual, verbal, and interpersonal environment. With my work culture, I am better with teamwork centered and leadership intensive. This relates to my interpersonal skills and I share information with others and teach the information as well. This can also relate to my competencies strengths. I have well organizing skills which tells me that it also relates to my personal learning style, 8.How is understanding your ideal learning environment applicable to selecting your ideal workplace? Understanding you ideal learning environment, you will have the knowledge how to make it more effective and how to learn in a stress free environment. Everyone has a different ways to learn. Once you have mastered how to effectively study with you learning habit, you can look for a position which will allow you to work more effectively and produce the most profit for the company.

Penalties for success: Reactions to women who succeed at male gender-typed tasks Essay

Women are subjected to gender-biased evaluations with their performance on male gender-typed tasks often devalued and their competence denied. This result from the inconsistency between stereotypic perceptions of what women is like and the qualities thought necessary to perform a typically male job. The main idea of this article is to demonstrate this phenomenon, to provide insight into why and under what conditions it is likely to occur, and to examine its consequences for how women are evaluated and rewarded in work settings. Key to their argument is the dual nature of gender stereotypes that not only denote differences in how women and men actually are but also denote norms about behaviours that are suitable for each about how women and men should be. Thus behaviours are positively valued for men and typically prohibited for women. Gender stereotypes and the self-fulfilling expectations that they produce prompt bias in evaluations of women. When a woman is acknowledged to have been successful at performing male gender-typed work, her motivation in achievement situations are inhibited by her fear of disapproval for not being feminine. Or there are penalties for women who violate gender-stereotypic prescriptions by being successful are apt to take the form of social censure and personally directed negativity. It states that success can be costly for women in terms of social approval. Competent women for example as compared with competent men have been depicted as cold and undesirable as fellow group and also as severely wanting interpersonally (e.g. bitter, selfish, devious). In their first study, they sought to demonstrate the reactions to women and men on a male gender-typed job when performance on that job was clearly successful rather than ambiguous with regard to performance outcome. They predicted 2 hypothesis:1)In a male gender-typed job, women will be rated as less competent and less achievement oriented than men when information about performance outcome is ambiguous but not when success is clear. 2)In a male gender-typed job, women will be rated as less likable and more interpersonally hostile than men when information about their success is  clear but not when the performance outcome is ambiguousThe result of this study supported those hypotheses. Women were viewed as less competent and characterized as less achievement oriented than men only when there was ambiguity about how successful they had been; when the womens success was made explicit there were no discernible differences in these characterizations. However, when success was made explicit, there was differentiation between women and men in how they were viewed interpersonally hostile. In the second study, the subjects reviewed and evaluated men and women who were all highly successful, but at jobs of different gender types. They expected the following:1)Successful women as compared with successful men will be rated as less likable and more interpersonally hostile when the job is male in gender type but not when it is female or neutral in gender type. The study provided strong support for the hypotheses. So negative reactions to successful women occurred only when the job was male in gender type, but not when it was female or neutral in gender type. Same negative ratings were directed at successful men occupying female gender-typed jobs. But the findings suggest that the failure to act in accordance with gender-stereotypic norms does not uniquely produce social disapproval for men, if it does not the same then for women. The study 3 was focus on the effect of being disliked on how individuals are evaluated and on the types of recommendations made about how they should be treated in work settings. The premise behind this study was that people who are disliked are at a serious disadvantage when evaluations are made and rewards distributed. 1)Information about likability will have a significant effect on overall evaluations and reward recommendations made about both male and female employees regardless of how competent they are. These results suggest that being disliked can have detrimental effects in work settings. The fact that an unlikable individual has a worthy of salary  increase or promotions was found to be true, regardless of whether the individual is a man or woman. There are many things that lead an individual to be disliked but it is only women, not men, for whom a unique propensity toward dislike is created by success in a nontraditional work situation. That is meaning that success can create an additional impediment to womens upward mobility when they have done all the right things to move ahead in their careers. General discussion on this experiment:Success in traditionally male domains can have deleterious consequences for women. They are less liked and more personally derogated as compared with equivalently successful menNegative feelings about successful women can have serious consequences: affect on evaluations, recommended organizational rewards, including salary and special job opportunitiesWomens success would prompt disapproval only in situations in which the success signalled deviation from behaviour deemed appropriate for them (penalties for success only when the job was a male gender-typed)In none of the three studies, female subjects react differently to the stimulus targets than did male subjectsFinally, success in nontraditional areas is double-edged for women. The price is social rejection taking the form of both dislike and personal derogation, and appears to have definite consequences for evaluation and recommendations about reward allocation. Terms like bitch, ice queen, iron maiden, and dragon lady are invoked to describe women who have successfully climbed the organizational ladder. That provide some insight into why despite their success, high-powered women often tend not to advance to the very top levels of organizations.

Business: Marketing and Subway

1. 0 ELEMENTS OF THE MARKETING MIX 1. 0. 1 PRODUCT Subway offered a menu with wide variety meal and better quality fresh product such as pasta, salad, desserts, soup, the chain's flagship sandwich which is the classic BMT, the 7 under 6 menu which featuring seven submarine sandwiches with 6 grams of fat or less, fresh veggies which already boasts lettuce, tomato, red onion and green peppers (Subway, 2012). Subway also brings in a line of new crab-controlled wraps in 2004 and the product itself has only 5grams Net Crabs.Moreover, in the year 2005, a new menu has been added to Subway’s menu that is a delicious fresh toasted sub and the menu still in consumer demand until now. 1. 0. 2 PRICING The potential element of marketing mix is the price of the company offered because it is direct impact on the company, consumer and economy as well. Subway uses a little higher of upscale pricing than normal subs in the market. Subway offers different pricing strategy with value pricing. But create value products by service in terms of quality. 1. 0. 3 PLACEThis is concerned with activities needed to move the product or service from the seller to the buyer (Lancaster & Reynolds, 2003). Subway use nontraditional places such as supermarkets, airports, convention centers and business center and also another new market development as their major selling location as a franchise. People who in any kind of Subway sales point are on hand to ensure customer’s demands are coordinated with the right product and to elucidate the distinct options are obtainable. Moreover, Subway does research for their market on the location preference and predatory franchises regarding customer satisfaction. . 0. 4 PROMOTION Advertising, public relations, personal selling and sales promotions are the four components of promotion. For Subway, to generate a Unique Advertising Proposition (UAP) is obligatory since the company is a part of saturated market. Subway also approach Unique Selling P reposition (USP) into their market strategy by selling subs under 6g of fat. By create a selling proposition that connected with the advertising message with the product, it will engender an advantage in competition. Moreover, it is the goal to create a one-of-the-kind advertising . 0 ELEMENTS OF THE MARKETING MIX 1. 0. 1 PRODUCT Subway offered a menu with wide variety meal and better quality fresh product such as pasta, salad, desserts, soup, the chain's flagship sandwich which is the classic BMT, the 7 under 6 menu which featuring seven submarine sandwiches with 6 grams of fat or less, fresh veggies which already boasts lettuce, tomato, red onion and green peppers (Subway, 2012). Subway also brings in a line of new crab-controlled wraps in 2004 and the product itself has only 5grams Net Crabs.Moreover, in the year 2005, a new menu has been added to Subway’s menu that is a delicious fresh toasted sub and the menu still in consumer demand until now. 1. 0. 2 PRICING The potent ial element of marketing mix is the price of the company offered because it is direct impact on the company, consumer and economy as well. Subway uses a little higher of upscale pricing than normal subs in the market. Subway offers different pricing strategy with value pricing. But create value products by service in terms of quality. 1. 0. 3 PLACEThis is concerned with activities needed to move the product or service from the seller to the buyer (Lancaster & Reynolds, 2003). Subway use nontraditional places such as supermarkets, airports, convention centers and business center and also another new market development as their major selling location as a franchise. People who in any kind of Subway sales point are on hand to ensure customer’s demands are coordinated with the right product and to elucidate the distinct options are obtainable. Moreover, Subway does research for their market on the location preference nd predatory franchises regarding customer satisfaction. 1. 0. 4 PROMOTION Advertising, public relations, personal selling and sales promotions are the four components of promotion. For Subway, to generate a Unique Advertising Proposition (UAP) is obligatory since the company is a part of saturated market. Subway also approach Unique Selling Preposition (USP) into their market strategy by selling subs under 6g of fat. By create a selling proposition that connected with the advertising message with the product, it will engender an advantage in competition.Moreover, it is the goal to create a one-of-the-kind advertising 1. 0 ELEMENTS OF THE MARKETING MIX 1. 0. 1 PRODUCT Subway offered a menu with wide variety meal and better quality fresh product such as pasta, salad, desserts, soup, the chain's flagship sandwich which is the classic BMT, the 7 under 6 menu which featuring seven submarine sandwiches with 6 grams of fat or less, fresh veggies which already boasts lettuce, tomato, red onion and green peppers (Subway, 2012). Subway also brings in a line of new crab-controlled wraps in 2004 and the product itself has only 5grams Net Crabs.Moreover, in the year 2005, a new menu has been added to Subway’s menu that is a delicious fresh toasted sub and the menu still in consumer demand until now. 1. 0. 2 PRICING The potential element of marketing mix is the price of the company offered because it is direct impact on the company, consumer and economy as well. Subway uses a little higher of upscale pricing than normal subs in the market. Subway offers different pricing strategy with value pricing. But create value products by service in terms of quality. 1. 0. 3 PLACEThis is concerned with activities needed to move the product or service from the seller to the buyer (Lancaster & Reynolds, 2003). Subway use nontraditional places such as supermarkets, airports, convention centers and business center and also another new market development as their major selling location as a franchise. People who in any kind of Subway sales poi nt are on hand to ensure customer’s demands are coordinated with the right product and to elucidate the distinct options are obtainable. Moreover, Subway does research for their market on the location preference and predatory franchises regarding customer satisfaction. . 0. 4 PROMOTION Advertising, public relations, personal selling and sales promotions are the four components of promotion. For Subway, to generate a Unique Advertising Proposition (UAP) is obligatory since the company is a part of saturated market. Subway also approach Unique Selling Preposition (USP) into their market strategy by selling subs under 6g of fat. By create a selling proposition that connected with the advertising message with the product, it will engender an advantage in competition. Moreover, it is the goal to create a one-of-the-kind advertising

Development of tourism in Scotland Essay

For a country to be a successful tourist destination, the normal impression that anybody has is that the country must be easy to access, with modern means of transport and good communication, unlike Scotland. A small country located on the periphery of Europe, Scotland is characteristic of tartans, highlands, mountains, castles and bagpipes etc, and for long, poor accessibility and transportation persisted in the country. Nevertheless, Scotland is among the most successful tourist destinations. Many have tried to bring about development of tourism in the country. The Scotts, in particular, were worried that the country’s inaccurate historic description might taint its image as a tourist destination. But little did they realize that in fact, portraying the country in modern perspective could cause considerable harm to its established image, which attracted a good number of visitors. [Butler, Richard. Tartan Mythology. 1998. p. 122. The traditional tourist image of Scotland. ] Besides the residents, the country saw noteworthy visitors, who contributed, directly or indirectly to its tourism development. The visitors can be distinguished into three groups—those from the field of military and administration, those involved in scientific studies and those who were engaged in works of music, art and literature. All these three groups had different approaches towards development in the country. The group involved in military and administrative activities was not directly related to the development initiative. However, their work involved a lot of traveling within the region. In their journals and writings, the group brought to light the difficulty in traveling in the region and the need for improving the transportation system there. Also, the scientific visitors wrote journals that described the physical features of Scotland and emphasized its historical heritage, which in turn, attracted more visitors. However, the group that comprised authors, and those involved in the works of art and music, was which made a significant impact on the development of Scotland’s tourism. Their approach was the most dominant and certainly the most effective. The works of renowned authors like Scott, Dickens, Wordsworth, just to name a few, described the country as a place with a romantic appeal. They gave vivid accounts of the scenery, the landscapes, the chivalry of the people and the military expeditions, which helped the country to establish a powerful image as a tourist destination. Not to forget one more group that did much to popularize the country—the absentee landlords and their friends. They engaged in sports like shooting and fishing that also made the country very popular and a coveted tourist destination. However, when more and more people started indulging in these sports, they were called off and Scotland remained a limited small tourist spot. [Butler, Richard. Tartan Mythology. 1998. p. 123-125. The traditional tourist image of Scotland. ] The development approaches resulted in improvement in many areas in the country like better communication and transportation facilities, better accommodation arrangements for tourists and the preserving of its natural heritage and culture, the established image of the country. The biggest strength of the development approach in Scotland is the realization that the tourists consider the natural heritage of the country as genuine and they are attracted to it because of its originality, unlike other places that are meretriciously ornamented. Only Development of tourism in Scotland 3 those who tried to fiddle with the traditional image of Scotland and try to portray it modernly reflect a weak approach towards its development. [Butler, Richard. Tartan Mythology. 1998. p. 132-135. The traditional tourist image of Scotland. Yes, the rising participation in adventure activities like skiing and wearing the highland dress, along with the popularity of golf rising significantly, reflect acknowledging of policies to sustain its image. If I were to manage its development, I too would go in for preserving its natural heritage so that visitors could get a real taste of the place. After all, tourists do come to have a bite of the place they visit and their nothing like getting a real taste of it! Reference citations Chapter 7: Butler, Richard: Tartan Mythology. 1998. The traditional tourist image of Scotland, p122-139.