Evaluation of a tourist brochure

Even with advances in tourism information search technology, brochures are still popular information sources for tourists. The purpose of this paper is to describe tourist evaluations of a brochure, and to better understand how such evaluations influence visitation interest levels and actual visitation. A mail survey was conducted using a sample of individuals who requested travel information from Glendale, Arizona. Results suggest that the brochure did significantly increase respondents’ interest in visiting Glendale and subsequent visitation, and that evaluation of the brochure was related to actual visitation. Visitors, prospective visitors, and non-visitors differed with respect to brochure evaluation. There were also some differences between respondents who had visited the community before and those who had not, as well as several demographic segments.