Study Of The Marketing Effectiveness Of The Tourist Brochures

This paper tries to find out the effect of tourist brochure in the tourism marketing from tourism brochure as a tool in the tourism marketing.The object is to find out what tourist brochure(or the key elements of a tourist brochure) is favored by consumers;and direct the tourism enterprises or interrelated enterprises or the local governments to make better tourist brochure which can raise the attraction and competition of the tourism destination when they are carrying on tourism promotion.With tourist brochures,aim at undergraduates carrying out questionaire examination, and use semiotical analysis and content analysis to analyse the key elements one by one, then get out the effects which the key elements do on the tourists' decision-making.Namely to find out the condition which the key elements affect the tourism marketing results of tourist brochures.Compare the better which are abstracted out from the elements with the three brochures favored by the undergraduates,to find out key elements which can improve the marketing results of brochures and their expressive form.Through the analyze, we can gain: the undergraduates are fond of the nature abstractions,and favor of the destinations of culture, nature and relaxation;the characteristics which the undergraduates cognize the semiotical elements in the brochures.For example,among the semiotical elements in brochures,the landscape pictures are key element,the character pictures are important element,the words and the tourism line are necessary element;Also,the undergraduates think that eating , touring , housing and trafficking are important information,buying and amusing are normal information,and the given information is more overall than little,and they also think that some information absent cannot affect their decision-making and latter actions largely.This paper has some innovations:analyzing tourist brochure from consumers, easy finds out the important elements of tourist brochures which are favored by consumers;the paper is the first one to analyze the results of tourist brochures' marketing among the undergraduate group in China;and use semiotical analyse to anyalze tourist brochure.At last,the paper discusses the problems which need to be researched in future.