| Summary: | The main aim of this research is to extend the academic knowledge and impart managerial implications for determining different contributions of brochures in tourism marketing and communications. The research investigates the role of brochures in the rapid age of advance technological backgrounds where communication with the consumers is becoming highly personalized and engaging.
The study examines the role of brochure from the perspective of different companies related to travel i.e. from the supply side of the vast tourism industry. The communication model by Fill C. integrates the findings of this research to various theoretical perspectives. Based on the theories by Holloway and McCabe the study conducts an empirical test to discover the similarities or differences between British and Indian tourism companies those design or market brochures.
The study is conducted by qualitative research by selecting a semi-structured interview method, in order to unearth more discrete data through flexible conversation.
According to the findings, it is seen that there is a lot of variance seen in the commercial context of brochures that is affected by market segmentation, seasonality and its effect on transparency of data in brochures and effect of advancement in technology.
There are suggestions made to marketers based on this study in terms of making use of emerging trends for marketing strategies and developing relationships with customers as well as stakeholders in the communication process with the use of brochures. Additionally, the outcomes of this study can be assigned to countries that share similarities with India and may also be of relevance to organizations of travel sector in both the countries.
|
|---|