This research note points out that a great deal of money is spent on tourism brochures with little return in the way of bookings. In the United Kingdom, for example, brochures result in a 90% "wastage" rate. The suggestion is made that market research is needed on the effectiveness of brochures so that the function of brochures in the vacation selection process is better understood.
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Peter E. Hodgson (1993) studied this question.
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