Determining a Strategy: The Royal Botanic Garden Edinburgh

The Royal Botanic Garden in Edinburgh, Scotland is a popular tourist destination, welcoming over 900,000 visitors in 2017. It is primarily a research institution, housing over 13,000 living specimens. The website, RBGE.org, receives over 300,000 monthly visitors. This report attempts to determine a direction for the website’s content strategy to further the organization’s business goals and mission statement.