Examining the role of Tourism

Running head: TOURISM MANAGEMENT
Article Analysis:
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TOURISM MANAGEMENT
Article 1 Analysis:
Examining the role of Tourism promotion through the use of Brochures:
Bruce E. Wicks and Michael A. Schuett in this work have primarily highlighted the
fact as how travel brochures can be specifically employed as a tool for disseminating tourism
related information. It is of no doubt that promotion is an indispensable part when it comes to
choosing of methods for mass informing. Hence according to the authors the significance of
brochure must be well understood by the producers and by the audience it is meant for to best
utilise this tool of communication. The authors begin with explaining what brochures actually
are and define it as a booklet or pamphlet which is no doubt visually appealing and can be
essentially termed as a significant component of destination specific travel literature (DSTL).
The need of destination specific travel literature has exisited since ages and has
significantly evolved with time. It has been an integral part of making travel decisions
because destination specific literature is expected to minutely outline very specific detail
regarding any specific destination and altogether provide the necessary information which is
valuable to any traveller
The main aim of conducting this research study by the authors has a two dimensional
approach to it and requires an in-depth analysis. The research study is meant to address the
significance of travel brochures as specific travel destination specific travel literature (DSTL)
and as a significant tool of communication from the point of view of two specific audiences:
firstly the producers of the tourism products or the brochure producers and on the other end
the receivers of these brochures. Then the research study focuses on the research method and
the data collection technique applied for the same. Qualitative as well as quantitative data
collection methods where involved for both the parties which included telephonic interview
of varied travel agency owners, on site personal interviews altogether meant to critically
address issues like relative importance of brochure as a tool of communication and
significance of brochures for the agency’s overall promotional effort. Next was the survey of
the receivers of this brochure which included the consumer portion. Detailed analysis of the
research led to the discovery that there are basically certain core organisations amidst the
tourism industry those who specifically involve brochure as a part of their promotional tool
technique. These organizations include the regional and state tourism council which has the
maximum percentage of brochure usage followed by varied non-profit groups, chamber of
commerce, special event organisers and varied other government regulated historic sites and

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TOURISM MANAGEMENT
museums. The research findings also suggested that for the brochures to reach the necessary
audience must go through intermediaries to successfully complete the distribution process.
Another significant finding was that direct mailing of the brochures could be a potential way
to reach the target audience. This can be identified as the direct distribution channel whereas
the indirect distribution channel includes like involving the government or the regional state
council for the dissemination of brochures. Then the researchers move to the other end of the
research work which is the receipt section of this brochure to understand what potentials this
tool of communication holds for the tourist or customers. The research results indicated that
approximately one-third population who requested for the brochure already had the internal
awareness of the site, while half had a little knowledge and significantly less than 20 % of
population had no previous knowledge. Based on these finds and the rate of visitors to this
place the significant difference which the brochure made was analysed using the chi-square
statistics.
The findings suggested a very high conversion rate for both the visitors who had some
knowledge as well as for them who had no such significant knowledge. Here to identify this
the researchers have employed varied theories and models like the Clawson and Knetsch’s
model of travel decision making hen Punj and Stalein’s reaing on how consumer get pleasure
from seeking information about their travel destination and much more. Hence going by the
findings of the research along with the above suggested model and study finding the authors
finally analysed the relation between their travel decision making, destination preference and
their exposure to travel brochures. The dependency rate is quite high where travellers do
consider brochure as a significant source of travel information and more than 50 % of the
population plan their travel accordingly. The need of destination specific travel literature has
existed since ages and has significantly evolved with time. It has been an integral part of
making travel decisions because destination specific literature is expected to minutely outline
very specific detail regarding any specific destination and altogether provide the necessary
information which is valuable to any traveller
Hence altogether the research work highlights on certain core findings which include:
 Brochures do use the direct as well as indirect dissemination method
 There is further scope of employing the use of brochure as a tool of tourism
communication with the help of state regional council