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.
Get full access to this article
View all access options for this article.
References
1.
Birn, P. (1991). "Maps and Guides " In Survey, 8 (Autumn), London. Market Research Society.
2.
Birn, P., P. Hague, and P. Vangelder (1991). A Handbook of Market Research Techniques. Kogan Page Ltd
3.
De Groot, G. (1986) "Qualitative Research: Deep, Dangerous or Just Plain Dotty?" European Research, 14 (3).
4.
Etzel, M. , and R. Wahlers (1985). "The Use of Requested Promotional Materials by Pleasure Vacationers." Journal of Travel Research, 24 (Spnng): 2-6.
5.
Gilbert, D., and P. Houghton (1991). "An Exploratory Investigation of Format, Design and Use of U. K. Tour Operators' Brochures." Journal of Travel Research, 30 (2): 20-25.
6.
Gitelson, R., and J. Crompton (1983) "The Planning Horizons and Sources of Information Used by Pleasure Vacationers." Journal of Travel Research , 22 (Winter): 2-7.
7.
Gordon, W., and R. Langmaid (1988). "Qualitative Market Research; A Practitioner's and Buyer's Guide." London: Gower .
8.
Gray, C. , and M. Herbert (1983). "Choosing a Country for a Holiday — Knowledge versus Fantasy." Proceedings of ESOMAR Seminar on The Importance of Research in the Tourism Industry, Helsinki, June.
9.
Hodgson, P. (1983). "Research into the Complex Nature of the Holiday Choice Process." Proceedings of ESOMAR Seminar on The Importance of Research in the Tourism Industry, Helsinki, June.
10.
- ( 1987). "Qualitative Research and Travel Publication Design " Proceedings of ESOMAR Seminar on Publishing for Optimum Profit, Budapest, November
11.
- ( 1990a). "Using Qualitative Research to Understand Consumer Needs in Tourism Brochure Design." Proceedings of 21st TTRA Annual Conference, New Orleans, June.
12.
_ ( 1990b). "Facing the Challenge of New Leisure and Travel Industry Products." Proceedings of ESOMAR Seminar on New Product Development, Barcelona, November.
13.
_ ( 1991a). "Qualitative Research and Tour Brochure Design." Journal of the Market Research Society, 33 (January).
14.
_ ( 1991b). "The Use and Under-Use of Market Research in Travel and Tourism." Proceedings of Institute of Travel and Tourism/Association of European Market Research Institute's Seminar Market Research for Profit, London, November
15.
Ivie, K. (1989). "Market Research — A Luxury Now for Tour Operators?" Presentation given at Market Research Society seminar, February.
16.
Mulholland, H. (1987). "Magazine Covers: First Impressions Count." Proceedings of ESOMAR Seminar on Publishing for Optimum Profit . Budapest, November.
17.
Riley, C., and N. Spackman (1978). "Research to Aid the Design of Cost Effective Holiday Brochures." Proceedings of XXXI ESOMAR Congress, Bristol, September.
18.
Riley, C. (1990) "Qualitative Research in Travel and Tourism." Proceedings of Institute of Travel and Tourism Market Research Seminar, October, I.T.T. St. Albans , Herts, England
19.
R&D Subcommittee on Qualitative Research ( 1979). "Qualitative Research — a Summary of the Concepts Involved." Journal of the Market Research Society, 21 (2).
20.
Sykes, W. (1990) "Validity and Reliability in Qualitative Market Research: A Review of the Literature." Journal of the Market Research Society, 32 (3).
21.
Wicks, B.E., and M.A. Schuett (1991). "Examining the Role of Tourism Promotion Through the Use of Brochures." Tourism Management, 12 (December).
22.
Williams, S. (1989). "The Mystery of the Declining Sales." In Survey, 6 (Summer). London: Market Research Society.
