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The International Association of Professional Distributors commissioned a follow-up research project on the earlier research study completed in 2000. This report is titled Comparison of the Effectiveness of Brochure Distribution in Racks to Other Tourist Information Sources. The research was conducted during 2003, and the results were published December 15, 2003.
Description of Research
The International Association of Professional Brochure Distributors (IAPBD) and the author completed research in 2000 that determined brochures were the most frequently used source of information for during-trip planning, and over one-third of those tourists who got a brochure changed their travel plans as a result of the brochure information. These findings demonstrate the continuing strong role that brochure racks play in the distribution of tourist information. But the previous research did not address the issue of the effectiveness of brochure racks relative to other forms of marketing media used by the travel and tourism industry. For example, how does distribution through brochure racks compare with other media in terms of being most helpful in planning visitor trips, causing a change in travel plans, or in use of coupons/discounts? Therefore, IAPBD contracted in 2003 with Dr. Tierney to conduct a follow-up research project with these objectives:
- Conduct a cooperative national survey (with IAPBD members) of travelers at brochure distribution sites, and gather data on the effectiveness of brochure rack-distribution compared to other media.
- Document the potential for brochure rack-distribution to increase visitation to travel-industry websites.
Researcher's Profile
Patrick Tierney received a PH.D. in Recreation Resources with a concentration in Tourism Marketing from Colorado State University in 1991. Currently, he has a joint appointment in the Departments of Hospitality Management and Recreation & Leisure Studies at San Francisco State University, where he is professor and coordinator of the Commercial Recreation, Tourism and Resort Management Program. In addition to his academic pursuits, Tierney has been co-owner, for 20 years, of Adrift Adventures — an adventure recreation business offering summer whitewater rafting vacations in Colorado, Utah and Alaska.
Tierney is recipient of the 1997 Best Tourism Research Award from the California Division of Tourism, the 1991 Excellence In Research Award from the Commercial Recreation and Resort Association, and co-recipient of the 1990 Colorado Rural Tourism Achievement Award.
BROCHURE DISTRIBUTION
Aside from being the most widely-used source of information for during-trip planning, brochures are driving business to company websites, and influencing travelers to change their travel plans.
There is strong evidence that brochures distributed in racks continue to have their basic appeals of simplicity, colorful presentation and placement relevancy. Results from this traveler survey conclusively demonstrated that brochures outcompeted all other media for distribution of during-trip information. They are used by a broad cross-section of travelers, even those who accessed the internet via WiFi. Brochures were more effective than other tourism information channels - not just for information search, but to change travel plans and result in new reservations and purchases.
Getting a Brochure Before & After Trip*
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Tourist Information Sources, |
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Influences In Getting a |
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*Prepared by: Patrick Tierney Ph.D., San Francisco State University, December 15, 2003 Prepared for: Internaltional Association of Professional Brochure Distributors
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