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Tourism brochures: Linking message strategies, tactics and brand destination attributes

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  • Brito, Pedro Quelhas
  • Pratas, Joaquim

Abstract

Brochures are a versatile and ubiquitous tourism advertising medium. Although almost all types of advertisement message strategies are considered in brochure development and production, the relationship of those strategies with brand destination attributes has not been studied. Likewise an extensive inventory of executional tactics can be applied to put forward a brochure concept. This research shows the relationship among executional tactics, message strategies and destination attributes in 400 tourism brochures from around the world. On average, each message strategy is associated with seventeen executional tactics. A single brand destination attribute may work with many message strategies. However, the connection between destination attributes and executional tactics is rather loose. This media-centered approach study will provide a benchmarking profile to advertising agency and tourism destination managers in their endeavor to develop brochures.

Suggested Citation

  • Brito, Pedro Quelhas & Pratas, Joaquim, 2015. "Tourism brochures: Linking message strategies, tactics and brand destination attributes," Tourism Management, Elsevier, vol. 48(C), pages 123-138.
    • Handle: RePEc:eee:touman:v:48:y:2015:i:c:p:123-138
    DOI: 10.1016/j.tourman.2014.10.013
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    References listed on IDEAS

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    Cited by:

    1. Elvis Madondo & Douglas Chiguvi & Ruramayi Tadu, 2019. "Assessment of the Effectiveness of Traditional Media for the Promotion of Tourism in This Digital Age in KwaZulu-Natal South Africa," Business and Management Studies, Redfame publishing, vol. 5(4), pages 49-61, December.
    2. Desa Karamehmedovic, 2019. "Cultural Tourists And The Sources Of Information," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 28(2), pages 533-552, december.
    3. Douglas Chiguvi, 2022. "Effectiveness of traditional and digital advertising platforms for the marketing of tourism," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(10), pages 01-12, December.

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