Government Social Research
The Scottish Executive's International and Europe research team recently
published 2 reports on evaluating overseas activities. The model used in
both the evaluations was developed by government social researchers working
on the international agenda. Since being piloted in 2004, the model has
successfully been used twice to evaluate Tartan Week, which is an annual
event that the Scottish Executive takes part in every year, mainly in New
York.
The model for evaluating overseas activities looks to provide insights into how the promotional work of government can impact on people and their perceptions, attitudes, awareness and understanding. Structured into 3 phases - pre-event, event and post-event - it also looks to assess the formative elements - the planning and delivery - of the activity. One of the key reasons for developing this model was to ensure that it could be used to reflect on overseas activities and learn lessons for future events.
Issues to do with reputation and nation-branding are becoming increasingly important as countries compete for tourists, business, international students/academics, and migrant workers and the policy attention around this is growing. Later this year the model will be reviewed to see whether it continues to add value and/or needs to be adapted in anyway.
Please contact Luke Cavanagh (0131 244 7109) if you would like to find out more or share any ideas/thinking.
Evaluation of Scotland in the Netherlands programme
International Research evaluation of the tartan week 2006 programme