Part 1 -Social media commentary

Outline the sustainability issues(Identify the main sustainability issues and the significance of these for McGregor Holdings.)

Identification and analysis of the ethical issues(What ethical issues are identifiable and what are the implications for McGregor Holdings?)

Stakeholder identification and Salience(Who are the key stakeholders that the issues raise for McGregor Holdings? Which of these stakeholders deserve priority attention,and what saliency (power, urgency and legitimacy) do they possess?)

BRIEF:

Context and background

Much has happened on the McGregor estate over the last few months. The Spey Castle Cookery School has now fully opened, and it is receiving very positive feedback from guests. Despite some very impressive proposals from marketing communications agencies, no work was commissioned, and a focus on building a web and social media presence was undertaken instead.

The estate is developing a respectable social media and web profile with followers from around the world. A two-month trial of meat-free cookery courses has commenced and is proving to be very popular with lone independent UK based travellers aged 18-25. The social media 'buzz' around sustainable consumption activities, which the cookery school has harnessed, is also being used to encourage all parts of the estate to introduce changes to reduce packaging and single-use plastics.

The adoption of sustainability procurement policies has, however, met some resistance from suppliers. Historically the estate has sought to source locally, and preference was given to SME suppliers where possible. Unfortunately, several of these suppliers were unable to meet the new sustainability procurement requirements. The contracts instead went to larger, often multi-national providers. This has been further compounded by the introduction of a new computerised procurement system, which smaller suppliers lacked the resources or capability to use.

The 'authentically Scottish' quality mark initiative did not progress because secondary research revealed that there are already several similar quality marks in existence, either dormant or currently available. However, this has not hindered McGregor Holdings' prominent use of Scottish imagery and values in all its communications. This traditional image has been modernised by incorporating a very strong eco-tourism message, drawing upon the sense of environmental guardianship that the estate embraces. When Felicity Gordon, the McGregor Holdings Marketing Manager, tries to explain the dimensions of the brand in meetings, she talks of the McGregor brand encapsulating 'a pristine site where nature and Scottish culture converge under the sensitive custodianship of the Laird and Lady McGregor'. Visitors are invited to be guests of the Laird and Lady and to share their love of the estate and discover the joy it offers.

From informal guest feedback, this 'benevolent' and 'values' laden image of the brand differs from the image guests have of the estate. This feedback suggests that they perceive the estate, or rather more precisely, Spey Castle, to be a convenient and tranquil stop-off point, where guests can pause and relax whilst enjoying a broader tour of the Scottish Highlands. Felicity is aware of the nature of this disconnect but believes that with time (and effective marketing communications), the less instrumental view of the estate will succeed. She is also aware that the increasing number of visitors to the estate and the Oakland Camping and Caravan Park is in danger of threatening the brand image that she is trying to project. Local community groups have expressed concern about the volume of traffic, especially in peak season.

In addition to all of this, Felicity knows that the sustainability developments on the estate are not being matched by those at Oakland Camping and Caravan Park. Guests of the camping and caravan park have complained about the quality of the facilities available on-site. Basic amenities (e.g. toilets and showers) are not always working, the limited catering is not vegan friendly, and some of the oil-powered generators can be noisy in damp weather conditions. Last year, one guest wrote on TripAdvisor that it reminded them of "a run-down 1970s campsite, just without Sid James". This characterisation is perhaps a little unfair, but in recent years, the number of guests who return to stay at Oakland Camping and Caravan Park within 24 months has dropped significantly.

A programme of modernisation has commenced, and it is expected to be completed within 12 months. The modernisation will include:

• A new contemporary-styled shower and toilet block that will feature a ground source heat pump, solar power, rainwater capture and eco-friendly septic tank system.
• Waste recycling facilities.
• Site-wide Wi-Fi access.
• A new reception block, featuring a small convenience shop, bistro and games room.

Social media post

Some members of the local community have taken to social media to share their concerns about the impact of tourists visiting Spey Castle and staying at Oakland Camping and Caravan Park. An example of one such social media post is provided below.

• Post by:Don Sheriff
• Posted :Yesterday

Can't see the green valley for the smog!

I really dread this time of year. The sheer number of visitors to the region is becoming unbearable. The roads are clogged with tourists, there are touring caravans and coaches everywhere. Getting anywhere fast is impossible. This morning I was stuck for 40 mins in a queue of cars trying to turn into Spey Castle. Yesterday, we had to contend with a tourist with an oversize caravan attempting a three-point turn after they missed the entrance to the Oakland camping and caravan park! Being stuck in traffic is obviously not fun and a waste of my time, but I do worry about the toxic exhaust fumes being emitted from all of those car exhausts sitting in queues.

We are lucky to live in an area of outstanding natural beauty. I sincerely applaud the recent push for eco-tourism and I get that we need to preserve this beauty for future generations. The problem however is right here and right now. Let's start seriously thinking about the health and wellbeing of residents and their children.

I know tourism is supposed to bring valuable income to the region and provides jobs, but we do need to ask at what cost? What say you local residents? What say you local councillors? What say you local tourist attractions?