Examining the role of tourism promotion through the use of brochures
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This study examines the process of travel brochure dissemination from an agency and a consumer perspective. As expected, this ubiquitous communication tool was not found to be used in a fashion that maximized its potential effect on consumers' travel decision making. On the basis of these findings recommendations are made on steps which agencies and destination marketers can take to improve the effectiveness of this promotional tool. © 1991.
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Wicks, Bruce E||Schuett, Michael A