There is a market for destination information brochures – but is there a future?

Abstract

Purpose

This paper seeks to broach the issue of interdependence in the travellers’ use of online and printed destination information, thus giving insight into a key issue when it comes to the sourcing of channels of promotion as well as information dissemination. The case study used is Switzerland, which stands for a very mature travel market.

Design/methodology/approach

Different groups of travellers to a destination are profiled according to their information‐sourcing behaviour. The data used in the study stem from a 2004 survey of a representative consumer panel.

Findings

The results show that destination information brochures would be preferred to online information in the following contexts: not very well educated, older and aged non‐office professionals and pensioners, travelling to a destination with which they are not likely to be familiar, having their (rather long) trips organised by means of an intermediary (travel agent/tour operator).

Practical implications

From a destination point of view, the potential purpose of both channels needs to be positioned as follows: static basic and general printed information for the non‐familiar visitor vs dynamic, additional and specific online information for the familiar visitor. Originality/value –The paper contributes to improvement in approaching different target groups regarding a destination.

Citation

Laesser, C. (2007), "There is a market for destination information brochures – but is there a future?", Tourism Review, Vol. 62 No. 3/4, pp. 27-31. https://doi.org/10.1108/16605370780000318