Tourism Brochures: Usefulness and Image

Annals of Tourism Research, Vol. 33, No. 4, pp. 1036–1056, 20060160-7383/$ - see front matter � 2006 Elsevier Ltd. All rights reserved.

Printed in Great Britain

doi:10.1016/j.annals.2006.05.003www.elsevier.com/locate/atoures

TOURISM BROCHURESUsefulness and Image

Arturo MolinaAgueda Esteban

University of Castilla-La Mancha, Spain

Abstract: Tourist information has been shown to have an important influence on thechoice of vacation destinations. This article studies brochures, their significance as imagegenerators, and their influence on the selection of destinations. The study sought to discoverwhich features in this medium are more relevant in image generation and destination choiceusing logistic regression analysis. The analysis is based on data collected from tourists inMadrid, Spain. The results establish a model of usefulness of brochures in order to proposerecommendations for their design and content. Implications pertain to the development oftheoretical understandings about the influence of the information sources on destinationimage, destination choice, and satisfying tourist needs. Keywords: behavior, destinationchoice, image, brochure. � 2006 Elsevier Ltd. All rights reserved.

Resume: Depliants touristiques: utilite et image. L’importance de l’influence des renseign-ements touristiques sur le choix des destinations a ete demontree. L’article examine les depli-ants, leur importance a la creation des images et leur influence sur la selection desdestinations. Le but de l’etude etait de decouvrir, par une analyse de regression logistique,quels elements de ce support publicitaire sont les plus pertinents a la creation des imageset aux choix de destinations. L’analyse est basee sur des donnees cueillies a Madrid, enEspagne. Les resultats etablissent un modele de l’utilite des depliants afin de proposer desrecommandations pour leur design et leur contenu. Les implications se rapportent au devel-oppement de la comprehension theorique de l’influence des sources d’information surl’image des destinations, la selection de destination et la satisfaction des besoins des touristes.Mots-cles: comportement, choix de destination, image, depliant. � 2006 Elsevier Ltd. Allrights reserved.

INTRODUCTION

Information sources for tourism activities have changed greatly overthe past ten years, mainly due to the impact of new technologies. Theutility of commercial written media, such as guides and brochures, hasbeen questioned. Nevertheless, public authorities in charge of tourismdevelopment are still assigning great quantities of money to posters,brochures and videos. Research has demonstrated that information isa valuable concept in understanding the destination choice process.

Arturo Molina is Associate Professor of marketing (University of Castilla-La Mancha,Toledo, Spain. Email <[email protected]>) His tourism research interests includedestination image, information sources, and advertising effectiveness. He spent severalresearch periods at European and North American universities. Agueda Esteban, alsoProfessor of marketing, has published numerous articles and books, including Principios deMarketing and La Investigacion de Marketing en Espana.

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http://[email protected]

MOLINA AND ESTEBAN 1037

Several studies have centered on the relationship between informationsources and the actual selection (Mathieson and Wall 1982; Schmoll1971, 1977; Um and Crompton 1990; Woodside and Lysonski 1989).A particular research stream has investigated the information sourcesfor decisionmaking (Baloglu 2000; Bieger and Laesser 2000, 2004;Capella and Greco 1987; Getz and Sailor 1993; Gitelson and Crompton1983; Goodall 1990; Goossens 1994; Gursoy and McCleary 2004; Santos1998; Sirakaya and Woodside 2005; Wicks and Schuett 1991, 1993;Woodside, Crouch, Mazanec, Oppermann and Sakai 2000; Woodsideand Dubelaar 2002). Some have examined the relationship betweenimage and destination choice (Baloglu 2000; Sirakaya, Sonmez andChoi 2001; Sirgy and Su 2000; Sonmez and Sirakaya 2002; Um andCrompton 1999) or the influence of information sources on tourists’preferences and intentions (Court and Lupton 1997; Goodrich 1978;Mayo 1973; Milman and Pizam 1995).

Potential tourists frequently have limited knowledge about a destina-tion not previously visited, often only from media or their socialgroups, and they formulate images of alternative locations, so thatimage emerges as a critical element in the destination choice process(Um and Crompton 1999). The above studies concerned with destina-tion choice and image formation have focused upon identifying thedominant attributes of image and exploring their role in selection.On the other side, different desired experiences and obtained satisfac-tion are relevant in formulating preferences for recreation sites. This isconsistent with the notion that information sources and varying attri-butes of destinations form the basis for different experience expecta-tions, image, and level of satisfaction. Brochures should meet threemain objectives to be considered effective tools for promotion:influence on image formation, destination choice, and satisfaction(Tian-Cole and Crompton 2003). For this reason, the aim is to demon-strate the usefulness of brochures so as to reveal a relation among thesethree influences upon tourists’ needs for information.

This article intends to widen the current field of research and intro-duce an analysis of brochures for national destinations. There is a con-siderable debate surrounding the influence of promotion activities.For instance, it is argued that potential consumers compare brochuresand, on that basis, make a decision on their preferred destination.Despite this contention little empirical evidence exists to explain theprocess in detail. For this reason, based on literature from severalfields, this research considered whether information sources meettourism demands; satisfy their needs; and have any influence on theprocess of destination selection. In addition, this work deals with thedifferent aspects of tourist behavior and with the importance informa-tion sources have in image formation and destination choice.

IMAGE AND DESTINATION CHOICE

The process of tourist behavior has five stages: informationsearch, purchase, use, evaluation, and disposition of goods and services

1038 TOURISM BROCHURES

(Moutinho 1987). Research on behavior has to begin with informationsearch. One of the most influential factors when purchasing tourismproduct (destination) is information about its goods and services,and tourists differ in the information sources they use before takinga decision, for a great number of alternatives stem from differentsources (Moutinho 1987). The ‘‘grand models’’ of consumer behavior,buyer behavior models, are an extremely useful tool for planningresearch into tourist decisionmaking (Goodall 1991; Moutinho 1987;Witt and Moutinho 1989; Woodside and McDonald 1994). By under-standing how consumers proceed, the various participants in thebuying procedure, and the major influences on purchasing behavior,marketers can acquire many clues about how to meet their needs(Hudson 1999; Nerhagen 2003; Schul and Crompton 1983). Con-sumer behavior research in tourism has focused on motivations, typol-ogies, destination choice, and the decision process itself (Goodall1991; Hudson 1999; Mathieson and Wall 1982; Mayo and Jarvis 1981;Moutinho 1987; Nerhagen 2003; Schmoll 1977; Um and Crompton1990; Van Raaij and Francken 1984; Witt and Moutinho 1989; Wood-side and Lysonski 1989; Woodside and McDonald 1994).

The most recent review in tourism behavior (the decision models) isSirakaya and Woodside (2005). They review the main conceptual andempirical work reported in the literature, and they analyze the key prop-ositions, major contributions, and limitations of models in tourismdecisionmaking. This review develops a set of research propositions toguide future research and concludes with several recommendations. First,future research on tourism decisionmaking adopting multipleapproaches is bound to create desk-top models with both theoreticaland practical value for suppliers. Second, different purchase and usesituations should be considered, to better understand the nature of thedecision process and the role of emotions in it. Third, models thatconsider the individual as the decisionmaking entity remain limited,because many service purchases heavily involve joint decisionmakingprocesses.

Information Sources and Destination Image

The information about a concrete destination, which is occasionallydemanded by tourists, is a particularly important means of promotionfor the tourism industry. Its value depends on its reaching consumersand satisfying their interests and needs. The means of promotion(brochures, guides, and tourist offices among them) are an activeand open way of getting information to tourists. Most behavior modelsincorporate the search of external information as an important compo-nent (Bettman 1979; Correia 2002; Engel, Kollat and Blackwell 1978;Gursoy and McCleary 2004; Howard and Sheth 1969; Mathieson andWall 1982; Schmoll 1977; Um and Crompton 1990; Woodside andLysonski 1989). Advice given by relatives and friends, guides, touristoffices, and brochures are among the most used and appreciatedsources (Nolan 1976). In the information processing stage, touristsuse two processing modes in destination decisions: affective choice


mode for expressive destination attributes, such as the pictures inbrochures and travel magazines; and information processing modeused to evaluate attributes such as the price and the service qualityof accommodations (Goossens 2000). For marketers who want toimprove their promotional information, it helps to know which modeof processing is dominant in the destination decisions of target groups.

Different ways to plan trips in relation to different informationsources are examined by Gitelson and Crompton (1983). They con-clude that sources per se are not a stimulus for a destination’s purchaseand brochures are only a part of its marketing. The most commoncriterion for one type of information source being more importantthan others is its accessibility to a greater percentage of consumers(Engel et al 1978). Moreover, since tourists use external informationsources as a first step when planning (Goossens 1994), entrepreneursand promoters need to know what to include in brochures and guides,to aid decisionmaking and, at the same time, to analyze the effect ofinformation on tourists’ behavior.

Sources of information about a destination have a great influence onthe decisionmaking process for tourists, and their behavior determineshow the search is done and how information is used (Andereck andCaldwell 1993; Capella and Greco 1987; Snepenger, Meged, Snellingand Worrall 1990; Snepenger and Snepenger 1993). Another impor-tant factor is image, because it influences destination selection. Formalsources like brochures and informal such as relatives and friends havean influence on image formation about a destination (Beckenand Gnoth 2004; Beerli and Martin 2004; Crompton 1979; Etzel andWahlers 1985; Goodall 1990). This is why the industry may use suchmeans as brochures to induce a concrete image and thus influencepotential consumers’ perception. This tool has greater credibility thanothers, an advantage even more salient when potential consumersrequest the brochure or different information about the destinationbefore traveling (Weber and Vrdoljak-Salamon 1996).

Destination image is influenced by source information (stimulus vari-ables), and its evolution in behavior process suggests that initial its for-mation is largely a function of information sources in advance (Gunn1972). According to Gunn (1972), two major sources develop theimage: ‘‘organic’’ (non-tourism information) and ‘‘induced’’ (market-ing efforts such as brochures and promotional campaigns). Burgess(1978) states that without personal experience, images are formed fromthe media and other secondary or external sources. The role of sourcesin forming images is also emphasized in Baloglu (2000), Beerli andMartin (2004), Echtner and Ritchie (2003), Fayeke and Crompton(1991), Gursoy and McCleary (2004), Sonmez and Sirakaya (2002),Um and Crompton (1990), and Woodside and Lysonski (1989).

Destination Choice

A number of studies of destination choice analyze personal values todetermine why consumers choose a particular location. Schmoll’s


(1977) model, based on the Howard and Sheth’s (1969) of consumerbehavior, related theoretical concepts to real world, specified the rela-tionships between various components, and showed which factors hadinfluence on choice decisions. Other behavioral frameworks reportedthat such decisions were a function of several parameters: social and psy-chological factors (Mayo and Jarvis 1981); temporal order of variablesthat affect the purchase behavior (Moutinho 1987); destination charac-teristics’ influence on image formation and subsequent decisionmakingprocess (Mathieson and Wall 1982); and the personality of the con-sumer as shown by the next decision (Van Raaij and Francken 1984).

The model proposed by Woodside and Lysonski (1989) emphasizes amarketing variable (tourism information sources) and personal vari-ables too (previous destination experience, income, age, and value sys-tem) as determinants of destination image. A major contribution ofthis model was that tracking the target market populations’ awarenessand preference for competing destinations should be recognized as awise investment for measuring market performance and planning mar-keting actions. The original model has a recent extension (Becken andGnoth 2004; Woodside and Dubelaar 2003; Woodside and McDonald1994). A general systems framework of consumer choice decisions byWoodside and McDonald (1994), Woodside and Dubelaar (2003),and Becken and Gnoth (2004) emphasizes the interactions amongmembers of a travel party, activities, and related decisions. Accordingto Decrop (1999), the tourism psychology framework by Woodsideand McDonald (1994) is in sharp contrast with the rationality para-digm. One key assumption of the model is that the activation of initialchoices spreads over time to related tourism choices.

The role of attitudes in the pleasure destination choice, tested byUm and Crompton (1990), proposes that the interaction between con-straints and image is integral to the process. This had earlier been con-ceptualized as having two phases (Crompton 1977). The first is ageneric phase that addresses the fundamental issue of whether ornot to have a vacation. Once that is decided, the second phase is con-cerned with where to go. As explored in this model, it develops aframework of destination choice with external and internal inputs orcognitive constructs. This theory asserts that attitude is influential indetermining whether a potential destination is selected first as partof the evoked set and second as the final destination.

Clearly, quite a substantial amount of work has already been done inthe study of the tourist’s decisionmaking process and destinationchoice. So far, most models have developed a view of the behaviorthat is very rational and sequenced. But Decrop (1999) argues thatthe process is more than a purely formalized multistage one; the mostrecent studies tend to consider marketing influences, past experi-ence, and importance of information sources before and after tripdecisions. Five major theoretical streams can be identified: modelof purchase consumption systems (Woodside and King 2001), travelmodel choice (Nerhagen 2003), travel style (Becken and Gnoth2004), source process model (Bieger and Laesser 2004), and theresearch of Sirakaya and Woodside (2005) which provides building-


block propositions for creating useful theories of decisionmaking viaa qualitative review of the literature, and describes trends in develop-ing destination choice models. The latter present a different perspec-tive on the process because of the inability of the grand models toreflect the differences between services and tangible products. It sug-gests that some factors such as positive, negative, or neutral feelingsand emotions are associated with the choice; however, time, situa-tional factors, and information (external sources) have been margin-alized. These papers together contribute to the study of informationsourcing behavior in the tourism decision process.

Brochures in Destination Image and Choice

Most studies of destination choice have been concerned with explor-ing the relationship between image of and preference for the place(Gartner 1986; Goodrich 1978; Mayo 1973; Um and Crompton1999). But the findings sometimes were limited to preference, notextending to actual destination choice behavior. In this, according toVogt and Fesenmaier (1998), tourists acquire knowledge from theirown experiences, those of others, and visual, verbal, and sensory stim-uli, all of which educate them about destination image, enabling themto compare similarities and differences. Thus, learning is a means togain information to assist in decisionmaking processes. Fridgen alsohas examined tourism experiences and attitudes toward destinationsin an image framework (1984), discussing image’s role in the choice.Destination image is formed from communication inputs throughoutone’s lifetime, including suggestions made by family and friends, tele-vision programs, movies, books, magazines, guides, brochures, andadvertisements. Tourists are exposed to these inputs and retain thosemessages and images that are important and relevant to them.

Brochures play a fundamental role in the formation of an inducedimage (Santos 1998; Sirakaya and Sonmez 2000). A brochure is a formof printed promotional material designed to communicate with exist-ing or potential tourists. Despite limited research on its nature androle, it is recognized that promotional material has been used through-out history, and today this is one of the most commonly used vehicles.The literature review revealed three major works: Getz and Sailor(1993), Wicks and Schuett (1991), and Wicks and Schuett (1993).

Wicks and Schuett (1991) examined the distribution mechanisms anduse of brochures and the data indicated that this method of promotionremains important. Wicks and Schuett (1993) examined a group of indi-viduals, who had requested destination specific information from sixbrochure producers, to discover relationships between requesters andtheir likelihood to visit the destination and propensity to do so. The re-sults from a mail survey of 276 requesters suggested that in general theirsearches were marginally related to high conversions, yet those market-ing destinations can distinguish between how brochures are used andtourism propensity and expenditures. Getz and Sailor (1993) exploredthe design of destination brochures, with particular reference to the


attributes of attractiveness and utility. The lists of attractiveness and util-ity attributes derived from the three focus groups provide general sup-port for conventional wisdom on brochure design and use of the‘‘attention, interest, desire, action’’ principle. The research findings sug-gested that this information source should be designed and distributedfor clear target segments. These can be distinguished by several impor-tant characteristics: location, age, length of residence, special interests,trip types, education, income levels, and communication objectives.The main implications were drawn on the design and use of brochuresand their role in image, trip motivation, and destination choice.

Conclusions about tourism information could be summarized as fol-lows. First, brochures are a conventional communication tool fre-quently used in both public and private tourism activities. Second,three types of brochure have been established: informational, promo-tional, and lure. Third, previous studies on the benefits of using tour-ism information or on their efficacy are rare. Only one research studyproposed the idea that appeal and content could generate image. Getzand Sailor (1993) suggested that an aesthetically pleasing design andinterest-generating qualities were needed to get consumers to pickup and read a destination-specific brochure. Fourth, satisfaction, influ-ence on destination choice, and image formation are the objectivesbrochures should meet in order to be considered effective as toolsfor destination promotion (Tian-Cole and Crompton 2003). Withthese in mind, several questions can be considered: whether brochuresare adequate for tourists’ needs, whether they contribute to destinationimage formation, and whether they have an influence on destinationchoice. Taking these objectives as a starting point, this paper attemptsto study those components of brochures and has three main aims.First, to know the satisfaction and usefulness that brochures provideto tourists. Second, to identify those features of brochures which con-tribute to building destination image and to analyze the relationshipbetween those features and the induced image. Third, to establishthe relationship between the features of brochures and the processthat determines destination choice. Thus, another question is whatkind of information triggers the external search behavior of tourists.It is useful to examine the impact of different types of brochure infor-mation on external search behavior. The conceptual and empiricalperspectives from the literature led to the following two hypotheses:

H1: The features of brochures have a direct influence on destination imageformation.

H2: The features of brochures have a direct influence on the destination choiceprocess.

Study Methods

To carry out this research, a survey was conducted by means of a struc-tured questionnaire. Those searching for destination information canbe considered potential tourists and thus of interest for this study(98% of respondents indicated that they travel often). The sample


consisted of adults (18 years old or over) derived from a list maintainedby International Tourism Trade Fair. An important and complex issue isto determine the appropriate sample size. This largely depends on thestatistical estimating precision needed by the researcher and the numberof variables. Although larger sample sizes are preferred, between 200 and400 respondents is usually accepted for logistic regression (Hair, Bushand Ortinau 1995). Elimination of unusable surveys resulted in a totalof 446 completed responses. This research focused on the informationobtained by tourists in a Spanish city (Madrid). Field data came from asurvey conducted during January and February 2002. Non-probabilitysamples may be useful for obtaining information about people’s opin-ions, motivations, behaviors, and demographic characteristics (Wicksand Baldwin 1997). Participants (obtained by a convenience samplingmethod) were asked to examine a set of brochures written in Spanish,and answer a series of questions related to their design.

To select the sample of brochures to be analyzed, the following fac-tors were considered: size of destination, inland versus coastal location,geographical origin (North, Centre and South), and the source of thebrochure (central administration, autonomous governments, or townhalls). The brochures selected corresponded to eight different Spanishcities: Alicante, Barcelona, Cordoba, Cuenca, Madrid, Santander,Sevilla, and Toledo.

The survey instrument consisted of three sections: brochure features(attitudes, appearance, attractiveness, content); usefulness (image,choice, satisfaction); and demographic information. To measure thesefeatures, a 40-item scale was developed after reviewing other measure-ment scales (Getz and Sailor 1993; Wells 1964). Each item was rated ona 5-point Likert scale, whose extreme values were strongly disagree tostrongly agree. The scale included 16 affective/cognitive attitude itemsgenerated from the literature review; an affective or emotional quo-tient and a reaction profile (Wells 1964); and items on appearance(2 items), attractiveness (15 items), and content (7 items) based onGetz and Sailor (1993). To measure brochure usefulness there werethree dichotomous (yes/no) dependent variables: forming images,influence on destination choice, and tourists’ satisfaction with informa-tion offered, whose two values are positive (yes)/negative (no). Finally,demographic information (sex, marital status, age, and studies) wasincluded in the questionnaire.

Different multivariable analysis techniques were used in order toprocess the information. The 40 attributes were factor analyzed usingprincipal component analysis with a varimax rotation procedure. Inorder to explain image formation and influence on destination choice,logistic regression analysis was used. This technique is valid for the con-struction of one or many models describing the relationship between adichotomous or binary dependent variable (image, choice, andsatisfaction), which may only take two mutually exclusive values, anda series of features that form a set of independent variables, categoricalor continuous (features of brochures).

This research dealt with the possibility that brochures may or may notbe useful in meeting tourists’ needs for information. It also considered


their influence on destination image formation and choice. The paperapplies logistic regression analysis to create a model of the usefulness ofbrochures. In order to estimate its parameters, estimation by maximumlikelihood procedure has been used. This method calculates values forunknown parameters (Bi), which will maximize the probability thatvalues obtained are those observed. The analysis also provides exponen-tials for each parameter, which are the effects on the predicted oddsratio of a one-unit change in the independent variable, when all othervariables in the model are held constant. In order to assess the signifi-cance of the regression coefficients, the Wald statistic was calculated.The goodness of fit test (predictive efficiency) of the model is calculatedby a comparison of predicted values with observed values.

Study Findings

The results of this research are grouped into four: the factor analysisallowing a relationship between the features of brochures and theirdimensions to be established: analyses of the effect of brochure fea-tures on destination image formation; identification of those elementswhich have an influence on the destination choice; and developmentof usefulness model to predict which features of brochure design aremore relevant for the satisfaction of tourism demands.

The demographic profile of respondents showed a gender distribu-tion with 38.8% male and 61.2% female. In terms of age, 54% were be-tween 25 and 34 years, followed by 21.5% between 35 and 44 years. Mostof the sample were single (56.1%); 32.5% were married. They werehighly educated, 78.5% university and 20.6% high-school graduates.

Factor Analysis facilitated the grouping of the 40 items that de-scribed the different brochure design features into a reduced numberof factors or dimensions. Principal component and varimax rotationprocedures were used to identify orthogonal factor dimensions. Onlythose with eigenvalues higher than 1.0 were considered (Kaiser1958) and factor loadings of 0.40 were utilized for item inclusion (Hairet al 1995). A Cronbach’s alpha reliability score for each factor group-ing is shown in parentheses (Table 1). Seven factors were obtained,

Table 1. Factor Analysis of Brochure Items

Factor Name Cronbach’s Alpha EigenValue

ExplainedVariance (%)

CumulativeVariance (%)

F1 Incentives (0.88) 4.519 11.891 11.891F2 Visual Format (0.86) 4.394 11.562 23.454F3 Attractive Format (0.90) 4.064 10.694 34.148F4 Functional Attributes (0.68) 3.305 8.696 42.844F5 City Map (0.77) 3.119 8.209 51.053F6 Informative attractiveness

and content (0.72)3.069 8.077 59.130

KMO Index = 0.934; Barlett’s Test = 9571.511 (Sig = 0,000).


corresponding to seven types of attributes. There were two and oneitem factor and these had the Cronbach’s alpha less than 0.6. Whenone variable is of minor importance to the study’s objective, one maydecide to eliminate that variable and respecify the factor model byderiving a new factor solution (Hair et al. 1995). With this item deleted(charms of the area) a second analysis (39-item scale) was rerun and sixfactors were obtained (total variance explained = 59.13%). This re-sulted in improved results (Cronbach’s alpha higher than 0.68).

The attributes included in Factor 1 (incentives) form a group ofincentives including the evocative and interest qualities of brochuresin relation to attitudes. The items in Factor 2 (visual format) form agroup including six features of graphic, design, and colorful. Factor3 (attractive format) consists of a number of graphic, format, andattractiveness features for brochures. Factor 4 (functional attributes)was defined by the practical features of brochures: easy to read andunderstand; easy to open. Factor 5 (city map) consists of a group of as-pects related to maps, such as importance and use. Factor 6 (informa-tive attractiveness and content), includes all those attributes related toinformation, such as quality and type.

The logistic regression analysis examined the forming or non-form-ing of image in brochures as a dependent variable. Brochure featuresformed the independent variables. Two variables proved significant(p < 0.01): Image = f (luring, wonder) (Table 2). The exponential ofthe parameter indicates that a unitary increase of the value given bya tourist to a sense of wonder multiplies the odds ratio by 54.472 thatthe brochure is building an image of the destination. The classificationconfirmed that the model is highly efficient in its predictions, as thetotal percentage of cases classified correctly is 93.3%. The Huberty test

Table 2. Statistics for Variables in the Equations

Dependent Variable Independent Variables B S.E. Wald df Sig. Exp (B)

Image Luring 0.554 0.216 6.573 1 0.010 1.741Sense of wonder 3.998 0.373 114.938 1 0.000 54.472

Choice Monotonous – Appealing 0.319 0.163 3.851 1 0.050 1.376Appealing 0.417 0.163 6.566 1 0.010 1.517Convincing 0.501 0.166 9.081 1 0.003 1.651Important 0.546 0.151 13.090 1 0.000 1.726Easy to remember �0.364 0.154 5.581 1 0.018 0.695Good photograph quality 0.285 0.146 3.844 1 0.050 1.330Inviting 0.515 0.150 11.836 1 0.001 1.673

Satisfaction Pleasant 0.657 0.257 6.527 1 0.011 1.929Interesting 0.682 0.255 7.172 1 0.007 1.977Easy to remember 0.498 0.213 5.442 1 0.020 1.645Funny �0.796 0.281 8.024 1 0.005 0.451Easy to open 1.099 0.297 13.740 1 0.000 3.002Inviting 1.343 0.306 19.255 1 0.000 3.830Broad information 0.953 0.215 19.649 1 0.000 2.594


was used in order to check statistically that the ratio of correct predic-tions is highly significant and that it is different from a random classi-fication. The value of Z* obtained had a significance level of 0.05. The

goodness of fit test of the model (Pseudo R2 = 0.79) confirmed that thechosen model fits the observations.

The second analysis examined the influence of brochures in thechoice of destination. Seven variables proved significant (p < 0.01):Choice = f (format, appealing, convincing, important, remember,photo, inviting) (Table 2). The variable that possessed the highest pre-dictive ratio was important. The exponential of this parameter washigher than the rest; that is, a unitary increase in the value given bya tourist to important multiplies the odds ratio (possibility thatbrochures have an influence on the choice of destination) by 1.726.The results from the classification confirmed that the model had ahigh predictive efficiency (the percentage of total events correctly clas-sified is 80.7%). The statistic Z* = 15.87 was valid at a significance levelof a = 0.05. As a consequence, the model’s goodness of fit test was sig-nificative. The adjusted R2 = 0.50 was acceptable.

The third model used considered brochure features in order tomake the following prediction: brochures satisfy or do not satisfy tour-ists’ needs for information. Seven variables proved significant(p < 0.05): Satisfaction1 = f (pleasant, interesting, remember, funny,easy to open, inviting, information) (Table 2). Inviting brochures werehighly likely to lead to satisfaction. With the remaining variables con-stant, a unitary increase in the value given by tourists to inviting waslikely to lead to 3.830 times the probability they would be satisfied withthe brochure. In relation to predictive capability, this model had anoptimal efficiency, as can be seen in the classification information(83.8% of classified cases). The statistic Z* = 13.29 indicates the correct-ness ratio of the model is significantly higher than results expected forcases classified at random.

Once the analysis of the relationship between image and choice ofdestination in brochure features was completed, the results showedthat some features contributed to image formation and had an influ-ence on the destination choice. Hypotheses 1 and 2 are supported.

Taking into consideration these results, this paper proposes a modelbased on estimated odds ratio (exp (B)) where the brochure featuresinfluencing image, choice, and satisfaction are considered as a group(Figure 1). In order to establish these relationships the estimated oddsratio (exp (B)) has been used. Since satisfaction is the goal of the pro-cess of image formation and destination choice, the model also seeksto predict satisfaction, based on image and choice: Satisfaction2 = f(image, choice). The resulting coefficients have significant values(p < 0.001). Estimated exp (B) values are 1.737 (image) and 1.955(choice). This study confirms that the satisfaction of tourists’ informa-tion needs is conditioned by two variables: the ability of brochures toform a destination image and their influence on choice destination.

1.929 3.002 1.645 1.9770.451

2.594 3.830

0.695 1.673

1.737 1.955

1.31.74

1.554.472

1.726 1.330 1.651

SATISFACTIONUSEFULNESSBROCHURE

IMAGEFORMATIONBROCHURE

BROCHUREINFLUENCING IN

TO CHOICE

Pleasant

Broadinformation Inviting

Easy to open Easy toremember

Convincing

Format:monot-appeal.

Appealing

Good photoquality

Sense ofwonder

Luring

Funny Interesting

Important

Figure 1. Usefulness Model Based on Estimated Odds Ratio (Exp (B))


The second variable has proven more important in satisfying tourists’needs because of its higher exp (B) value.

Table 3 provides a comparison of the relationships proposed in theusefulness model, and the factors discovered in the analysis. Those thatbuild an image have to do with the visual format, as well as, althoughless significantly, with incentives generated by brochures—both ofwhich determine choice of destination. Because the concept of satisfac-tion is broad and complex, it has a greater number of determiningfactors, with incentives as the most significant, followed by visual for-mat, information, and a functional quality. A more detailed analysisof the features considered in the model can be summarized as: ’’senseof wonder’’ having a great influence on the building of image;‘‘inviting’’ variable predicting satisfaction and choice; ‘‘easy to remem-ber’’ having a direct relationship with satisfaction and an inverse onewith choice; and ‘‘broad information’’ as the only content variableplaying a role in the usefulness model in relation to satisfaction.

Finally, according to the results obtained, a group of variables thatmeasures the usefulness and efficiency of brochures has been pro-posed, integrating the items that had an influence on image, choice,and satisfaction. Four sets of variables must be considered: incentives,visual format, functional attributes, and informative (Table 4). Thefirst two contain the most information and have more importance inthe usefulness model. Results of the current research could contributeto a better understanding of brochures’ usefulness.

Table 3. Correspondence between Factor and Logistic Regression Analysis

Scale Factor Analysis Logistic Regression

Feel alright Incentives -Indifference Incentives -Important Incentives CHOICEFascinating Incentives -Convincing Incentives CHOICELively Incentives -Easy to remember Incentives CHOICE1 & SATIS.Nice Incentives -Luring Incentives IMAGEIllustrative Visual format -Enough Photographs Visual format -Very colorful Visual format -Monotonous – Appealing Visual format CHOICEConventional – New Visual format -Well composed Visual format -Busy atmosphere Attractive format -Comical, fun (funny) Attractive format SATISFACTION1

Very new Attractive format -Attractive Attractive format -Inviting Attractive format CHOICE1 & SATIS.Good format Attractive format -Appealing Attractive format CHOICEGood photograph quality Attractive format CHOICEShocking first page Attractive format -Sense of wonder Attractive format IMAGEEasy to understand Functional attributes -Easy to open Functional attributes SATISFACTIONEasy to read Functional attributes -Pleasant Functional attributes SATISFACTIONClear descriptions Functional attributes -Good city map City map -Visually appealing map City map -Easy to use map City map -Informative Informative attractiveness & content -Broad information Informative attractiveness & content SATISFACTIONHistorical place Informative attractiveness & content -Meaning Informative attractiveness & content -Different city places Informative attractiveness & content -Interesting Informative attractiveness & content SATISFACTION


CONCLUSION

The focus of the paper was to demonstrate brochure usefulness inrelation to image formation and destination choice. This aim has beensufficiently fulfilled by the usefulness model created from the logisticregression analysis. However, evidence collected here does not stronglysupport the thesis that brochures have a decisive impact upon an indi-

Table 4. Important Variables in Brochure Usefulness

Variable Scale

Incentives ImportantConvincingEasy to rememberLuring

Visual/Attractive format AppealingFunnyInvitingGood photograph qualitySense of wonder

Functional attributes Easy to openPleasant

Informative attractiveness & Content Broad informationInteresting


vidual’s decision to travel or formation of a destination image. Thefollowing conclusions have been reached.

First, the formation of destination image can be predicted by onlytwo attributes of brochures: luring and sense of wonder. Visual format(sense of wonder) has more importance than other variables. Bro-chures that manage to form an image are those whose format is basedon visual aspects. Second, when dealing with influence on destinationchoice, the features that play a role in the model are appealing-monot-onous format, appealing, convincing, important, easy to remember(inverse relation), good quality photographs, inviting. In this case itis crucial to remark upon the importance of incentives (appealing,convincing, important, easy to remember). Consequently, brochuresexpected to have an influence on choice of destination should mainlyincorporate incentive. Third, satisfaction created by the use of bro-chures varies in relation to seven different characteristics (pleasant,interesting, easy to remember, funny–inverse relation, easy to open,inviting and broad information), among which an attribute originatedin brochures can be incorporated for the first time. Satisfaction is abroader concept, so it should deal with a greater and more varied num-ber of features. Thus, when satisfaction is sought in brochures, func-tional and informative factors should also be taken into account,apart from the traditional consideration of visual format and incen-tives. Fourth, this research suggests that total satisfaction when dealingwith brochures is related to their capability for image formation andinfluencing the destination choice. Overall, the study confirm litera-ture findings, for example, that usefulness was related to some featuresof brochures, such as interesting and pleasant.

Taking into account the findings from this study, information shouldappeal to those needs in order to capture the attention of potentialtourists. For example, if they have innovation information needs,marketers should focus on new aspects of the destination. If brochures,instead, show pictures that display the old-fashioned aspects of the


destination, people may be left uninterested and perceive the stimuliin a negative way. Consequently, in order to lead potential tourists tovisit the destination, their attention must first be captured. Marketershave several ways of adapting information and brochures to satisfytheir needs (Bettman 1975). A first consideration is the content ofthe brochures (destination information). A second is attractiveness(image), including good photograph quality, inviting, funny, appeal,and sense of wonder. For this reason, brochures should be designedwith one of two basic functions in mind: to provide practical informa-tion to use in trip decisionmaking and planning processes, and/or toestablish an image of the destination as a viable alternative when plan-ning future trips. Image brochures may be further described as promo-tional with a goal of selling a particular business or attraction, or lurewith the goal of promoting a destination area.

This article attempted to clarify the influence of brochures on imageand choice of destination and their relationship. This fills an importantgap in the tourism literature, which thus far has focused on the role ofone element: image. Some of the findings are favorable to expecta-tions, particularly those related to brochures influencing image andchoice of destination. Since this is a study to examine the influenceof brochure features upon these, it is easy to find any evidence toaffirm or offer additional insights to the results. Thus, it should beconcluded that destination image, at least as measured here, is onethe main cause for tourists to choose their destination.

This study has theoretical contributions because it develops and testsa conceptual model of the influence of the information sources on des-tination image, choice, and satisfying needs. One of its major theoret-ical contributions is that the proposed model integrates all threeapproaches of tourist behavior search literature: information sourcesforming image (Baloglu 2000; Beerli and Martin 2004; Sirakaya et al2001; Sirgy and Su 2000; Sonmez and Sirakaya 2002), influencingchoice of destination (Mathieson and Wall 1982; Schmoll 1977; Sira-kaya and Woodside 2005; Um and Crompton 1990; Woodside andLysonski, 1989), and satisfying needs for information (Bettman 1979;Correia 2002; Engel et al 1978; Gursoy and McCleary 2004). By inte-grating three theoretical approaches, the proposed model enablesresearchers to examine the impacts of brochures and the benefits ofinformation search. It also enables researchers to study how brochurefeatures may influence the behavior of tourists. Another theoreticalimplication indicates in general the nature of the relationships amongbrochure features and how their usefulness is important in the processof destination choice and image formation.

This study and its findings are not free of limitations. From a concep-tual perspective, first, the research is limited to the context of its ownobjectives. While it attempts to understand several of the features ofbrochures which influence destination image, choice, and tourists’needs for information, other related factors which are known to existwere not included. Second, this study suggests a model based on onetype of brochure, thus providing only bases and directions for futurestudies—additional approaches for other kinds of brochures. Third,


the perspective of those who develop brochures has not been consid-ered. A study of the valuations of the managing of tourism promotionmight offer a deeper explanation of the obtained results. To improvethe investigation the use of qualitative surveys would be advisable inorder to obtain more information about brochures.

From a methodological perspective, this study also has limitations,which affect the generalization of its results. One, the area of researchonly permits the results to be generalized for the sample populationand the singular type of information source (brochures). Two, thefactor analysis was run twice (one item was deleted) to improve the Cron-bach’s alpha reliability score for each factor. The factor analysis includes39 items and it is possible that there are other influential variables.

Taking into account the results from this research, some suggestionscan be made. First, tourism enterprises and public institutions offeringtourism services may use brochures and leaflets when designing theirpromotion strategies. The wish to provide consumers with morethorough information requires an accurate knowledge (intendedhere) of the most relevant attributes in brochure design in general,and their main attractiveness, content, and usefulness features in par-ticular. For these reasons, the conclusions of this research may serve asrelevant criteria when planning promotion activities.

Second, the need to establish the most important features of designoriginates in the great quantity of brochures issued by tourism enter-prises and public institutions, often done without a close regard ontourist needs and preferences. The design is subject to continuouschanges. With the intention of making them more appealing, new pho-tographs or state-of-the-art creative designs are included. It is thusimportant to establish some criteria for brochure design in order toadapt brochures to the specific needs of tourists and, consequently,to improve their appeal and efficacy in forming images (many peoplefind maps hard to interpret, so that extra care must be taken in theirdesign and presentation).

Third, brochures intended to generate image and to have an influ-ence on destination choice should include some set features whichconsumers evaluate positively. In this study, the general evaluation ofbrochures which follow these criteria was satisfactory. They should cre-ate the sensation of an interesting and wonderful place when imagegeneration is the main objective. On the contrary, when the mainaim is to influence choice, they should be specially attractive andappealing, convincing and important. They should also include goodquality photographs and be easy to remember.

Fourth, brochure design is highly heterogeneous, presenting a widevariety of forms, sizes, and contents. It is also common that destinationpromoters pay more attention to quantity than to design. For this rea-son, it is necessary to define how brochures should be designed andwhat features they should have in common, so that tourists can easilydifferentiate among brochure, guide, or map guide. Each of thesemay have special uses in different moments. A brochure could bedefined as a leaflet whose main aim is to motivate people to visitthe destination advertised and which includes photographs and the


description of the most important monuments and views of the location,as well as information about its services. Brochures should have an influ-ence on destination choice. A guide book, that includes detailed infor-mation about a city, can be used as an information source both beforeand during the visit. Map guides, on the contrary, are obtained afterarriving to the destination and they allow some freedom of movementaround the city, because they normally include a good city plan andthe visiting hours of monuments, museums, and other activities.

Finally, the information provided by this article has an added value forthe design of marketing strategies in general and of promotion of desti-nations in particular, for the use of providers, intermediaries who selltourism products, and public authorities that promote the different des-tinations. Promotion can be a short-term activity, but when seen at a stra-tegic level, it is a mid- and long-term investment aimed at building up aconsistent and credible destination identity. Brochures, media advertise-ments, and promotion can all create the image of destination and everyaspect of the promotional effort should project the same image to thetourist. As a result of this study, the following propositions with regardto further research can be derived. Further studies should attempt a de-tailed examination of all brochures of a destination in order to deter-mine whether their usefulness is relating to image formation,influence on choice of destination, and satisfaction of tourists’ informa-tion needs. The ultimate purpose of image creation is to influence des-tination choice and manipulate demand. The impact of image,however, is much more wide-reaching in societal and cultural terms.Future research might also establish a comparison between brochuresand destinations with the important variables proposed in this paper.

Destination marketers need a better understanding of how an imageis formed and what determines the process. From a practical stand-point, this study provides important implications for strategic imagemanagement. Because of the positive contribution of the quantity ofinformation sources to perceptual evaluations, destinations shouldfind ways to make tourists use multiple information sources. Destina-tions can assess their promotional channels to develop more effectivepromotional programs. This study demonstrated that different typesof information sources have varying degrees of effect on perceptualevaluations. Brochures, guides, friends, and relatives were the mostimportant sources in forming touristic notions. Therefore, destinationsshould keep in mind that providing a pleasant experience for theirtourists has a major effect on the development of positive images foreveryone. The sociodemographic variables such as age and education,need also to be considered, but have a lesser influence than those relat-ing to information. The motivation factors in the model need to becarefully studied so that marketers can incorporate significant stimula-tors into communications. Brochures can be developed to effectivelycreate and maintain destination representation.

In order to project desired image, or change it, a destination mustfirst identify its image and the factors which contribute to it. This studydemonstrated that these items can be identified. One controllable as-pect is the creation and selection of visuals for image promotion. To


include the variables obtained in this study in the design of sourceinformation is of great utility for public institutions as well as busi-nesses that offer products and services for tourism. It serves to satisfytourists’ needs and fulfills organizational objectives. Destinationsspend considerable time and money to create a favorable image. Focus-ing on the most important variables as revealed by the relationships inthe model will provide more efficiency in tourism demand stimulationexpenditures and more effectiveness in attracting tourists who are eval-uating new potential destinations. The social repercussions of thisstudy extend to all social elements involved in tourist activity: busi-nesses, public institutions, and tourists.

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Submitted 20 February 2004. Resubmitted 12 July 2004. Resubmitted 15 December 2004.Resubmitted 11 April 2005. Resubmitted 3 October 2005. Resubmitted 17 January 2006.Final version 17 January 2006. Accepted 28 March 2006. Refereed anonymously.Coordinating Editor: Dogan Gursoy

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Tourism Brochures: Usefulness and Image