Case studies

Adventure Activities Glencoe: A new way forward

Knowledge Exchange Challenge Fund project between Woodlands Glencoe and UHI Centre for Recreation and Tourism Research

The collaboration was driven by a decline in sales of the company’s core adventure activities over the past two to three years. In response, the project conducted in-depth research and provided recommendations for the development of new products or enhancements to existing offerings, aligned with current and emerging market trends.

A comprehensive review of the company’s marketing strategy for adventure activities was also undertaken, alongside strategic guidance on transitioning towards a regenerative tourism business model.

All findings were compiled into a detailed report and presented to the company, with the goal of equipping them with the insights and tools needed to innovate and adapt. These outcomes are intended to inform both the company’s day-to-day operations and its long-term strategic planning.

The Western Edge

Knowledge Exchange Challenge Fund and Interface Innovation Voucher project between Ardnamurchan Lighthouse Trust and the Centre for Recreation and Tourism Research

A panoramic view of Ardnamurchan Lighthouse on a sunny day with blue skies

As part of a broader initiative to develop a feasible yet impactful marketing strategy, the project worked in partnership with Ardnamurchan Lighthouse Trust to enhance the site’s tourism offering. The aim was to encourage visitors to spend more time on-site and increase revenue-generating opportunities.

To achieve these objectives, the project delivered a series of targeted outputs:

• New audio trail: Stories of Ardnamurchan Lighthouse
  • Hosted on the Geotourist platform
  • Supported by on-site promotional materials including posters, leaflets and QR code signage
  • Developed using community-contributed stories and local voices
• Social media improvements and training
  • Introduction to Meta Business Suite for more effective content management
  • Reactivation and optimisation of the site’s Instagram account
  • Bespoke video tutorials providing personalised social media training
• Social media content bank
  • A curated library of post templates, images, links, and content ideas for future use

The audio trail launched at the end of the tourist season in October 2024 and has already received over 600 views. Additionally, both the Facebook and Instagram accounts have seen an increase in engagement and traffic.

Ritchie Dinnes, Director of Ardnamurchan Lighthouse Trust, commented:

“I can confidently state that the Lighthouse Trust are delighted with the achievements of this initiative. The knowledge and coaching provided by Kendra and Kelly have enabled us to move forward with a far greater understanding of how we can utilise social media to market our site to a wider audience."

Regenerative Tourism at the Telford Corpach Marina

An Interface Innovation Voucher project between the Thomas Telford Corpach Marina and UHI Centre for Recreation and Tourism Research

The project focused on identifying opportunities for the marina to adopt practices aligned with the principles of regenerative tourism. The goal was to enhance the products, services, and experiences offered to visiting sailors, while also generating positive impacts for the local community.

To achieve this, UHI Centre for Recreation and Tourism Research conducted site visits, held meetings with marina directors, carried out desk-based research and gathered input through a community survey. The findings were compiled into a detailed report for Thomas Telford Corpach Marina, which included:

• Recommendations for new services, activities, and visitor opportunities
• Operational practices aligned with regenerative tourism principles
• Guidance on accessing regeneration funding and developing a supporting business plan
• A critique of the current website with suggestions for improvement
• Analysis of the community survey results

AI Translation on the West Highland Peninsulas

A Knowledge Exchange Challenge Fund project between West Highland Peninsulas and UHI Centre for Recreation and Tourism Research

UHI Centre for Recreation and Tourism Research conducted research exploring how local businesses can engage with advanced AI translation technologies. The resulting report emphasises the increasing significance of foreign language support within Scottish tourism and highlights how AI-driven translation tools present a valuable opportunity to break down language barriers, enrich visitor experiences, and promote Scotland as a welcoming destination for international tourists. The report also outlines potential initiatives and collaborative opportunities for businesses to partner with UHI in adopting these innovative solutions.