Tourist Behaviour in Emerging Markets: How can Brazilian tourists contributeto address Scotland's tourism challenges?

Abstract: Emerging markets are becoming increasingly important in the global tourism sector, accounting for a significant portion of international tourist arrivals. Because of the constant changes that occur in emerging markets, their tourist behaviour and decision-making process vary from that of tourists from more established markets. In order to achieve tourism growth and face its challenges, the United Kingdom views emerging markets such as Brazil as vital to its tourism strategy. Brazil is the UK’s biggest Latin American market; however, empirical data has shown that Brazilian tourists are less likely to visit Scotland. Therefore, this research aims to examine Brazilian tourist behaviour to understand better how they can contribute to addressing Scotland's tourism challenges. To accomplish this, the author reviewed the literature on emerging markets, tourism in the United Kingdom and Scotland, tourist behaviour and decision-making, and administered 385 questionnaires to Brazilian tourists who had travelled internationally. The findings enabled the creation of a profile of the Brazilian tourist and the identification of the most important determinants in their decision-making process and how they can contribute to addressing Scotland's tourism challenges. This study's findings contribute to the field of tourism by better understanding tourist behaviour and decision-making.