Tourism brochures: Linking message strategies, tactics and brand destination attributes

Brochures are a versatile and ubiquitous tourism advertising medium. Although almost all types of advertisement message strategies are considered in brochure development and production, the relationship of those strategies with brand destination attributes has not been studied. Likewise an extensive inventory of executional tactics can be applied to put forward a brochure concept. This research shows the relationship among executional tactics, message strategies and destination attributes in 400 tourism brochures from around the world. On average, each message strategy is associated with seventeen executional tactics. A single brand destination attribute may work with many message strategies. However, the connection between destination attributes and executional tactics is rather loose. This media-centered approach study will provide a benchmarking profile to advertising agency and tourism destination managers in their endeavor to develop brochures.