Destination Marketing: Measuring the Effectiveness of Brochures

This article reports the findings of an exploratory study defining effectiveness for assessing impacts of brochures. Using data collected from 2,400 information-inquirers of a destination, five major variables are identified to be important for measuring effectiveness: readership, on-site consultation of brochure, influence on decision-making, influence on spending, prior experience of the destination. Implications and recommendations are discussed for developing quality brochures and marketing strategies.