An Exploratory Investigation of Format, Design, and Use of U.K. Tour Operators' Brochures

Abstract

This study used a qualitative research design to investigate brochure use and effectiveness. Two levels of inquiry were incorporated. The first aimed at understanding the environmental aspects of travel agency outlets; the second attempted to determine how individual consumers interpret and perceive brochure front covers. The objective of the research was to achieve some exploratory understanding of the factors which may lead a consumer to chose one or more brochures in perference to others. The f indings indicate that consumers interpret the context and design of different front covers according to a clear pattern .