Research Output
Individualized Tourism Brochures as a Novel Approach to Mass Customization
  Tourism is an information intensive business and technological advances have transformed the way in which information is stored, managed and transmitted to potential visitors. Despite the wide adoption of Internet technologies in tourism marketing, information is still largely disseminated through printed brochures that have remained unchanged and unaffected by personalization trends. This conceptual paper argues that technological innovations such as digital printing allow the creation of dynamic, customized brochures at a lower cost than that of conventional tourist brochures. The main aim of this paper is to propose a framework for cross-media customization of tourism and travel brochures. The paper concludes that empirical research is necessary to assess the optimum levels
of individualization for tourism brochures.

  • Type:

    Article

  • Date:

    31 December 2008

  • Publication Status:

    Published

  • Publisher

    Haworth Press

  • DOI:

    10.1080/10507050801978463

  • Library of Congress:

    GV Recreation Leisure

  • Dewey Decimal Classification:

    338.479 Travel related services

  • Projects:

    NUBS Knowledge Transfer Grant (2008)

Citation

Migas, N., Anastasiadou, C., & Stirling, A. (2008). Individualized Tourism Brochures as a Novel Approach to Mass Customization. Journal of Hospitality and Leisure Marketing, 17, 237-257. https://doi.org/10.1080/10507050801978463

Authors

Keywords

Mass customization; individualization; cross-mediacommunications; variable data documents; tourism brochure; marketing;

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