Tour Operator Brochure Design Research Revisited

Abstract

This research note points out that a great deal of money is spent on tourism brochures with little return in the way of bookings. In the United Kingdom, for example, brochures result in a 90% "wastage" rate. The suggestion is made that market research is needed on the effectiveness of brochures so that the function of brochures in the vacation selection process is better understood.