Research Output

Individualized Tourism Brochures as a Novel Approach toMass 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:


  • Publication Status:


  • Publisher

    Haworth Press

  • DOI:


  • Library of Congress:

    GV Recreation Leisure

  • Dewey Decimal Classification:

    338.479 Travel related services

  • Projects:

    NUBS Knowledge Transfer Grant (2008)


Migas, N., Anastasiadou, C. & Stirling, A. (2007). Individualized Tourism Brochures as a Novel Approach toMass Customization. Journal of Hospitality and Leisure Marketing. 17, 237-257. doi:10.1080/10507050801978463



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

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