Annex A: NBISM Scotland's dimensions and attributes by demographic group
Footnote [45][46]
This Annex contains tables of Scotland's score and rank for each of six dimensions and their underlying attributes broken down by gender, age, occupation and tourism.
Table 14:
NBI
SM Familiarity with Scotland by gender, age, occupation and tourism (2020)
|
Familiarity |
Gender |
Rank |
Score[47] |
Male |
21 |
69 |
Female |
21 |
64 |
Age |
|
|
18-29 |
26 |
65 |
30-44 |
24 |
67 |
45 + |
16 |
67 |
Occupation |
|
|
Business/Executives |
19 |
78 |
Other |
21 |
62 |
Visited Scotland |
|
|
Yes |
20 |
71 |
No |
26 |
49 |
Visited a Scottish Website |
|
|
Yes |
21 |
72 |
No |
22 |
57 |
Table 15:
NBI
SM Favourability towards Scotland by gender, age, occupation and tourism (2020)
|
Favourability |
Gender |
Rank |
Score[48] |
Male |
14 |
4.9 |
Female |
14 |
5.0 |
Age |
|
|
18-29 |
16 |
4.7 |
30-44 |
14 |
5.0 |
45 + |
11 |
5.1 |
Occupation |
|
|
Business/Executives |
14 |
5.2 |
Occupation Other |
14 |
4.9 |
Visited Scotland |
|
|
Yes |
14 |
5.0 |
No |
14 |
4.6 |
Visited a Scottish Website |
|
|
Yes |
14 |
5.0 |
No |
13 |
4.8 |
Table 16:
NBI
SM Scotland's reputation score for Exports by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Exports Overall |
56.7 |
57.2 |
55.9 |
57.9 |
56.9 |
60.1 |
55.5 |
57.8 |
53.6 |
58.6 |
53.8 |
Contribution to innovation and science |
4.2 |
4.3 |
4.2 |
4.3 |
4.2 |
4.4 |
4.2 |
4.3 |
4.1 |
4.3 |
4.1 |
Products and Services |
4.5 |
4.5 |
4.4 |
4.6 |
4.5 |
4.7 |
4.4 |
4.6 |
4.2 |
4.6 |
4.3 |
Country as a creative place |
4.4 |
4.5 |
4.4 |
4.5 |
4.4 |
4.6 |
4.4 |
4.5 |
4.3 |
4.6 |
4.2 |
Table 17:
NBI
SM Scotland's reputation rank for Exports by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Exports Overall |
23 |
21 |
23 |
23 |
19 |
22 |
22 |
21 |
23 |
22 |
20 |
Contribution to innovation and science |
24 |
23 |
26 |
25 |
24 |
24 |
24 |
24 |
25 |
24 |
24 |
Products and Services |
19 |
18 |
21 |
19 |
15 |
19 |
18 |
18 |
19 |
19 |
16 |
Country as a creative place |
23 |
21 |
23 |
23 |
21 |
22 |
21 |
21 |
23 |
22 |
22 |
Table 18:
NBI
SM Scotland's reputation score for Governance by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Governance Overall |
63.3 |
62.5 |
59.5 |
62.7 |
65.6 |
66.7 |
61.3 |
64.0 |
58.7 |
64.6 |
59.8 |
Competent and honest |
4.8 |
4.7 |
4.6 |
4.7 |
4.9 |
5.0 |
4.7 |
4.8 |
4.5 |
4.9 |
4.6 |
Fair and respectful of citizens' rights |
5.0 |
4.9 |
4.7 |
4.9 |
5.2 |
5.2 |
4.9 |
5.1 |
4.7 |
5.1 |
4.8 |
International peace and security |
4.9 |
4.8 |
4.6 |
4.8 |
5.1 |
5.1 |
4.8 |
4.9 |
4.5 |
4.9 |
4.7 |
Environmental protection |
4.8 |
4.7 |
4.6 |
4.8 |
4.9 |
5.0 |
4.7 |
4.8 |
4.6 |
4.9 |
4.5 |
Efforts to reduce global poverty |
4.4 |
4.4 |
4.3 |
4.5 |
4.5 |
4.7 |
4.3 |
4.5 |
4.2 |
4.5 |
4.3 |
Table 19:
NBI
SM Scotland's reputation rank for Governance by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Governance Overall |
13 |
13 |
14 |
15 |
10 |
13 |
12 |
12 |
16 |
13 |
13 |
Competent and honest |
13 |
12 |
14 |
15 |
10 |
12 |
13 |
11 |
16 |
13 |
14 |
Fair and respectful of citizens' rights |
13 |
12 |
16 |
15 |
10 |
12 |
12 |
11 |
16 |
12 |
13 |
International peace and security |
13 |
12 |
15 |
17 |
12 |
14 |
12 |
12 |
17 |
13 |
13 |
Environmental protection |
10 |
11 |
12 |
10 |
11 |
10 |
10 |
10 |
13 |
10 |
13 |
Efforts to reduce global poverty |
14 |
13 |
16 |
16 |
12 |
13 |
14 |
13 |
17 |
14 |
13 |
Table 20:
NBI
SM Scotland's reputation score for Culture by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Culture Overall |
60.1 |
61.4 |
58.7 |
61.4 |
61.7 |
63.7 |
59.5 |
61.3 |
58.4 |
62.4 |
57.6 |
Excellence at sports |
4.2 |
4.3 |
4.1 |
4.3 |
4.3 |
4.4 |
4.2 |
4.3 |
4.2 |
4.3 |
4.1 |
Cultural heritage |
5.0 |
5.1 |
4.9 |
5.1 |
5.2 |
5.3 |
5.0 |
5.1 |
4.8 |
5.2 |
4.9 |
Contemporary culture |
4.5 |
4.6 |
4.5 |
4.6 |
4.6 |
4.7 |
4.5 |
4.6 |
4.4 |
4.7 |
4.4 |
Table 21:
NBI
SM Scotland's reputation rank for Culture by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Culture Overall |
16 |
15 |
23 |
17 |
14 |
17 |
16 |
16 |
19 |
16 |
17 |
Excellence at sports |
23 |
24 |
28 |
23 |
23 |
24 |
23 |
24 |
25 |
23 |
25 |
Cultural heritage |
12 |
11 |
14 |
12 |
11 |
12 |
11 |
11 |
12 |
12 |
11 |
Contemporary culture |
15 |
13 |
21 |
14 |
12 |
16 |
12 |
14 |
17 |
14 |
13 |
Table 22:
NBI
SM Scotland's reputation score for People by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
People Overall |
65.0 |
66.7 |
63.6 |
65.9 |
67.4 |
69.4 |
64.3 |
66.9 |
61.7 |
67.8 |
62.2 |
Make you feel welcome |
4.8 |
4.9 |
4.6 |
4.9 |
5.1 |
5.1 |
4.8 |
4.9 |
4.6 |
5.0 |
4.7 |
Friendly |
4.8 |
4.9 |
4.8 |
4.9 |
4.9 |
5.1 |
4.8 |
4.9 |
4.7 |
5.0 |
4.6 |
Valuable employees |
5.0 |
5.1 |
4.9 |
5.0 |
5.1 |
5.2 |
5.0 |
5.1 |
4.7 |
5.2 |
4.8 |
Table 23:
NBI
SM Scotland's reputation rank for People by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
People Overall |
16 |
13 |
16 |
16 |
10 |
15 |
15 |
14 |
14 |
16 |
13 |
Make you feel welcome |
14 |
8 |
19 |
10 |
8 |
11 |
12 |
10 |
12 |
12 |
11 |
Friendly |
15 |
11 |
15 |
13 |
9 |
13 |
14 |
12 |
15 |
14 |
12 |
Valuable employees |
16 |
17 |
18 |
18 |
14 |
17 |
17 |
15 |
18 |
18 |
16 |
Table 24:
NBI
SM Scotland's reputation for Tourism by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Tourism Overall |
67.4 |
70.2 |
66.0 |
68.9 |
70.7 |
72.1 |
67.4 |
69.9 |
64.3 |
70.6 |
65.4 |
Would visit if money were no object |
5.2 |
5.3 |
5.1 |
5.2 |
5.3 |
5.5 |
5.1 |
5.3 |
4.9 |
5.4 |
5.0 |
Natural beauty |
5.2 |
5.5 |
5.1 |
5.4 |
5.6 |
5.5 |
5.3 |
5.4 |
5.1 |
5.5 |
5.2 |
Historic buildings and monuments |
5.0 |
5.1 |
4.8 |
5.1 |
5.2 |
5.2 |
5.0 |
5.1 |
4.8 |
5.1 |
4.9 |
Vibrant cities and urban attractions |
4.8 |
4.9 |
4.8 |
4.8 |
4.8 |
5.0 |
4.7 |
4.8 |
4.6 |
4.9 |
4.6 |
Table 25:
NBI
SM Scotland's reputation rank for Tourism by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Tourism Overall |
12 |
12 |
18 |
13 |
9 |
12 |
12 |
12 |
12 |
12 |
12 |
Would visit if money were no object |
15 |
11 |
16 |
16 |
8 |
15 |
14 |
12 |
16 |
16 |
11 |
Natural beauty |
9 |
7 |
11 |
9 |
7 |
7 |
8 |
7 |
8 |
7 |
7 |
Historic buildings and monuments |
12 |
11 |
15 |
12 |
11 |
13 |
12 |
12 |
12 |
12 |
12 |
Vibrant cities and urban attractions |
19 |
21 |
23 |
26 |
18 |
24 |
16 |
20 |
21 |
19 |
17 |
Table 26:
NBI
SM Scotland's reputation score for Immigration and Investment by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Immigration and Investment Overall |
60.6 |
60.3 |
59.7 |
61.2 |
60.5 |
64.7 |
58.7 |
61.4 |
56.8 |
63.1 |
55.7 |
Willingness to live and work |
4.4 |
4.4 |
4.5 |
4.5 |
4.3 |
4.7 |
4.3 |
4.5 |
4.2 |
4.6 |
4.0 |
Quality of life |
4.9 |
5.0 |
4.8 |
5.0 |
5.0 |
5.2 |
4.9 |
5.0 |
4.8 |
5.1 |
4.8 |
Educational qualifications |
4.7 |
4.7 |
4.6 |
4.7 |
4.7 |
4.9 |
4.6 |
4.7 |
4.5 |
4.8 |
4.4 |
Business to invest in |
4.3 |
4.2 |
4.3 |
4.4 |
4.1 |
4.5 |
4.1 |
4.3 |
4.1 |
4.5 |
3.9 |
Equal opportunity |
4.8 |
4.7 |
4.6 |
4.7 |
4.9 |
5.0 |
4.6 |
4.8 |
4.5 |
4.8 |
4.5 |
Table 27:
NBI
SM Scotland's reputation score for Immigration and Investment by gender, age, occupation and tourism (2020)
Demographic group → |
Gender |
Age |
Occupation |
Visited Scotland |
Visited a Scottish Website |
Attribute↓ |
Male |
Female |
18-29 |
30-44 |
45+ |
Business/ Executive |
Other |
Yes |
No |
Yes |
No |
Immigration and investment Overall |
18 |
17 |
17 |
18 |
16 |
16 |
17 |
17 |
18 |
17 |
16 |
Willingness to live and work |
16 |
12 |
17 |
15 |
10 |
15 |
14 |
14 |
15 |
15 |
13 |
Quality of life |
18 |
15 |
17 |
18 |
14 |
17 |
16 |
16 |
18 |
17 |
15 |
Educational qualifications |
18 |
16 |
17 |
18 |
14 |
16 |
18 |
17 |
18 |
18 |
16 |
Business to invest in |
20 |
17 |
23 |
20 |
16 |
19 |
18 |
17 |
21 |
19 |
17 |
Equal opportunity |
13 |
12 |
16 |
15 |
12 |
12 |
12 |
12 |
16 |
12 |
12 |