Comparison Of The Effectiveness Of Brochure Distribution .
Comparison of the Effectivenessof Brochure Distribution in Racksto Other Tourist Information SourcesPrepared by: Patrick Tierney Ph.D., San Francisco State University, December 15, 2003Prepared for: Association of Professional Brochure Distributorswww.apbd.org
TABLE OF od1IIIResults5IVConclusions19LIST OF FIGURESNumberDescriptionPage1Traveler Survey32Type Survey Location53Residence64Trip Purpose75Days Away86Number of Times Visited87Brochure Prior98Importance of Information Source in Planning159Got Brochure Before or During Trip1610Trip Activities as a Result of Getting Brochure1811Used Wireless Technology to Access Internet1812Importance of Wireless Technology19
LIST OF TABLESNumberDescriptionPage1Survey Location Type52City Where Survey Administered63Residence of Respondent64Primary Purpose of Visit75Days Away From Home76Number of Prior Visits87Got Brochure Prior to Leaving98Got Brochure Prior by Residence109Got Brochure Prior by Trip Purpose1010Got Brochure Prior by Days Away1011Got Brochure Prior by Number Prior Visits1112Sources of Information Seen or Heard1113Sources of Information Used in Planning1214Sources of Information Had No Influence1215Became Aware of Attraction1316Changed Travel Plans1317Purchased Something1418Visited New Area1419Importance of Information Sources in Planning1520Got Brochure Before or During by Residence1621Got Brochure Before or During by Trip Purpose1722Got Brochure Before or During by Days Away From Home1723Trip Activities as Result of Brochure1724Importance of Wireless Technology19Prepared For: Association of Professional Brochure Distributors www.apbd.orgPrepared By: Patrick Tierney Ph.D., San Francisco State University, (415) 338-1818, ptierney@sfsu.edu, December 15, 2003
I-INTRODUCTIONThe Association of Professional Brochure Distributors (APBD) and the author completed researchin 2000 that determined brochures were the most frequently used source of information for duringtrip planning and over one-third of those tourists who got a brochure changed their travel plans asa result of the brochure information. These findings demonstrate the continuing strong role thatbrochure racks play in the distribution of tourist information. But it did not address the issue of theeffectiveness of brochure racks relative to other forms of marketing media used by the travel andtourism industry. For example, how does distribution through brochure racks compare with othermedia in terms of being most helpful in planning visitor trips, causing a change in travel plans, or inuse of coupons/discounts? Therefore, APBD contracted with Dr. Patrick Tierney at San FranciscoState University to conduct a follow-up research project with the following objectives: Conduct a cooperative national survey (with APBD members) of travelers at brochuredistribution sites, and gather data on the effectiveness of brochure rack distributioncompared to other media. Document the potential for brochure rack-distribution to increase visitation totravel-industry websites.II-METHODA brief one-page survey of travelers (see Figure 1) was designed to ascertain the effectiveness ofbrochure distribution relative to other media. Specific questions addressed the use andeffectiveness of brochures and brochure racks, along with 12 other information sources, before andafter the respondent left on their current trip. It included questions on electronic informationdistribution, such as email and wireless technology. It asked if they became aware of a service orattraction, if it changed their travel plans, or caused them to purchase something or visit a new areaor attraction due the information source. The author designed the sampling, survey questionnaireand survey instructions; analyzed survey data; and prepared the report. Actual administration of thesurvey instrument was completed by independent persons hired and trained by APBD membersthroughout the U.S., in Canada, and in Ireland. The overall survey design was an intercept of visitorsexiting a select number of hotels, attractions and visitor centers. The sample frame consisted ofvisitors leaving tourist facilities containing brochure racks during time periods of highest departurerates over at least two days or until 25 completed surveys were received at a specific location. Thetourist facilities selected for surveying were from at least two lodging establishments, one majorattraction and one visitors center (tourist bureau or chamber of commerce) in each city that wererepresentative of visitors to the area.1
Surveys were administered at 5 large metropolitan cities, at 4 intermediate-sized cities and at 5small cities throughout the country. Three sites were located outside the U.S. in Vancouver andToronto, Canada and in Limerick, Ireland. These cities were chosen by ABPD because theyentertain a large number of tourists and ABPD members located in those regions were willing tocooperate in the study. Specific facilities were chosen and APBD members made arrangements fordata collection. To facilitate objectivity, interviewers normally were not employees of a brochuredistribution company.Completed surveys were mailed to Dr. Tierney by APBD, where the data was entered into adatabase. A total of 1,259 completed surveys made up the database. Data were analyzed by SPSSand are presented below in tables and graphs. The final summary section discusses key findingsand their implications.2
Figure 1. Traveler Survey3
Figure 1. Traveler Survey4
III-RESULTSThe first tables present information on the types of locations where the survey wasadministered, including type of survey site and city. There were a total of 1,259 completedsurveys from 14 cities in three countries, as shown in Table 1 and Figure 2.Table 1. Survey Location TypeSurvey LocationType SurveyLocationLodgingAttractionVisitors CenterGroup gure 2.Type Survey rs Center5
Table 2. City Where Survey Was AdministeredCityValidMissingTotalYork, PAColorado Springs, COMonterey, CASan Antonio, TXDaytona Beach, FLChicago, ILBoone, NCOrlando, FLKissimmee, FLCoca Beach, FLLimerick, IrelandPhiladelphia, PAArlington, TXVictoria, CanadaTotalSystemFrequencyPercentValid 161.068.977.084.992.1100.0Table 3. Residence of dentGroup TotalFigure 6Col%80.0%20.0%100.0%
Table 4. Primary Purpose of Visit To Area of FacilityTrip PurposeLeisure/VacationBusinessPersonalGroup gure 4.Trip PersonalTable 5. Days Away From HomeDays AwayLess Than 11 DayMore Than 1 DayGroup Total7CountCol%166135923122413.6%11.0%75.4%100.0%
Figure 5.Days Away8060Percent40200Less Than 1 Day1 DayMore Than 1 DayTable 6. Number of Prior VisitsNumberTimes VisitedNever Visited1-2 Times3 or More TimesGroup gure 6.Number Times Visited504030Percent20100Never Visited1-2 Times3 or More Times8
The next question asked respondents to state if they got a brochure from a brochure rack to helpthem plan their trip, prior to leaving home. The total for the group is shown below (1,269).Subsequently, this overall total is compared with brochure collection tabulated by respondentresidence, trip purpose, days away from home, and number of prior visits. This shows which typeof person was most likely to get a brochure. A Chi-square value of less than 0.05 indicates thereare significant differences in propensity to collect brochures to help in trip planning.Table 7. Got Brochure Prior to Leaving Home to Help Plan TripBrochurePriorGroup e 7.Brochure Prior70605040Percent3020100YesNo9
Table 8. Got Brochure Prior By ResidenceBrochure Prior Residence CrosstabulationBrochurePriorResidenceNon-Resident YesCount% Within Residence% of TotalNoCount% Within Residence% of Total63964.0%51.2%17670.7%14.1%81565.4%65.4%Count% Within Residence% of otalTable 9. Got Brochure Prior By Primary Trip PurposeBrochure Prior Trip Purpose CrosstabulationTrip alTotalYesCount% Within Trip Purpose35537.0%3727.6%3926.4%43134.7%NoCount% Within Trip Purpose60463.0%9772.4%10973.6%81065.3%Count% Within Trip able 10. Got Brochure Prior By Days Away From HomeBrochure Prior Days Away CrosstabulationDays AwayBrochurePriorTotalLess Than1 Day1 DayMore Than1 5.2%135100.0%923100.0%1223100.0%YesCount% Within Days AwayNoCount% Within Days Away2716.4%13883.6%Count% Within Days Away165100.0%10
Table 11. Got Brochure Prior By Number of Prior VisitsBrochure Prior Number Times Visited CrosstabulationNumber Times VisitedNever3 or MoreVisited 1-2 TimesTimesBrochurePriorYesNoCount% Within NumberTimes VisitedCount% Within NumberTimes VisitedTotalCount% Within NumberTimes VisitedChi-Square Significance 0.0%100.0%Respondents were shown a list of information sources and asked to identify if they had seenor heard any of these since leaving home on their trip. Then they were asked if they used anyof these sources to help plan their trip.Table 12. Sources of Information Seen or Heard Since Left Home on TripSeen or Heard Since Leaving HomeSource of InformationPercentBrochures from brochure rackFriend or relativeVisitor centerPrinted mapInternet websiteTravel guideTV show or ad with travel informationBillboardEmployee at businessNewspaperTravel agencyEmail with travel informationRadioOtherPercent of all 113.211.29.95.511
Table 13. Sources of Information Actually Used to Get Travel InformationUtilized in Planning Trip Since Left HomeUsed to Get Travel Information on This TripSource of InformationPercentBrochures from brochure rackFriend or relativeVisitor centerPrinted mapInternet websiteTravel guideTV show or ad with travel informationBillboardEmployee at businessNewspaperTravel agencyEmail with travel informationRadioOtherPercent of all 410.38.55.43.5How Information From Different Sources Influenced Travel PlansSurvey questions asked respondents if the identified sources of information had an influenceon their trip plans. The tables show if the source had no influence on trip, followed by if theybecame aware of service due to the source, changed travel plans, purchased something orvisited a new area/attraction.Table 14. Sources of Information Had No Influence on TripHad No InfluenceSource of InformationBrochures from brochure rackFriend or relativeVisitor centerPrinted mapInternet websiteTravel guideEmployee at businessNewspaperTravel agencyTV Show or ad with travel informationBillboardEmail with travel informationRadioPercent of all 39.236.030.236.538.712
Table 15. Became Aware of Service or Attraction Due to Information SourceBecame Aware of Service or AttractionSource of InformationPercentBrochures from brochure rackFriend or relativeVisitor centerPrinted mapInternet websiteTravel guideEmployee at businessNewspaperTravel agencyTV Show or ad with travel informationBillboardEmail with travel informationRadioPercent of all 15.39.77.6Table 16. Change in Travel Plans Due to Information SourceChanged Travel PlansSource of InformationPercentBrochures from brochure rackFriend or relativeVisitor centerPrinted mapInternet websiteTravel guideEmployee at businessNewspaperTravel agencyTV Show or ad with travel informationBillboardEmail with travel informationRadioPercent of all 813
Table 17. Purchased Something Due to Information SourcePurchased SomethingSource of InformationPercentBrochures from brochure rackFriend or relativeVisitor centerPrinted mapInternet websiteTravel guideEmployee at businessNewspaperTravel agencyTV Show or ad with travel informationBillboardEmail with travel informationRadioPercent of all Table 18. Visited New Area or Attraction Due to Information SourceVisited New Area or AttractionSource of InformationPercentBrochures from brochure rackFriend or relativeVisitor centerPrinted mapInternet websiteTravel guideEmployee at businessNewspaperTravel agencyTV Show or ad with travel informationBillboardEmail with travel informationRadioPercent of all .32.014
Respondents were asked how important the listed information sources were inplanning their current trip, since leaving home. Importance was measured on ascale ranging from 1-5, 1 being not at all important to 5 being extremely importantinfluence.Table 19. Importance of Information Source in Trip Planning Since Leaving HomeImportance of Information SourceSource of InformationPercentBrochures from brochure rackFriend or relativeVisitor centerPrinted mapTravel guideInternet websiteEmployee at businessTravel agencyBillboardEmail with travel informationNewspaperTV Show or ad with travel .81.6Importance ranges1-Not at all; 2-not very; 3-somewhat; 4-very; 5-extremelyFigure 8.Importance of Information Source in Trip pMrCtosiVirehundieFrocBr15
Next the survey asked if the respondent had gathered brochures from racks before or during theirtrip. Propensity to gather brochures is then compared by respondent characteristics of residence,trip purpose, days away from home and number of prior visits. These later tables indicate if anyspecific types of travelers are more inclined to gather brochures before and during a trip.Figure 9. Got a Brochure from Brochure Racks Before or During TripGot Brochure Before or During Trip36%YesNo64%Table 20. Got Brochure Before or During by ResidenceGot Brochure Before or After Residence CrosstabulationGot BrochureBefore or AfterTotalNoResidenceNon-Resident Resident274130Count28.1%55.8%% Within Residence22.7%10.8%% of TotalTotal40433.4%33.4%Yes Count% Within Residence% of Total70171.9%58.0%10344.2%8.5%80466.6%66.6%Count% Within Residence% of hi-Square significance 0.00016
Table 21. Got Brochure Before or During By Trip PurposeBrochure Before/After Trip Purpose CrosstabulationTrip PurposeLeisure/VacationBusinessPersonalTotalCount% Within Trip .8%80295.2%Count% Within Trip es CountBefore/After% Within Trip PurposeNoTotalChi-Square significance 0.002Table 22. Got Brochure Before or During By Number of Days Away From HomeBrochure Before/After Trip Away CrosstabulationTrip PurposeLeisure/VacationBusinessPersonalTotalCount% Within Trip .5%79395.5%Count% Within Trip es CountBefore/After% Within Trip PurposeNoTotalChi-Square significance 0.000Table 23. Trip Activities as a Result of Getting Brochure From Brochure RackThe survey asked if getting a brochure from a brochure rack before or during thetrip influenced their plans in several ways.Trip Activities Influenced From Getting BrochureSource of InformationPercentActually Visited an Attraction or Purchased SomethingUsed a Discount CouponLearned About Company Website or Email AddressVisited an Organization or Company WebsiteEmailed an Organization or Company1758.737.332.928.711.8
Figure 10.Trip Activities as a Result of Getting Visited/PurchashedUsed CouponLearned Website/EmailVisitedWebsiteEmailedCompanyA final set of questions asked respondents if they or someone in their travel group used wirelesstechnology, such as WiFi, and a laptop computer to access the internet and gather touristinformation from outside of a company office during the trip.Figure 11.Used Wireless Technology to Access Internetfrom Outside Office29%YesNo71%18
Table 24. Importance of Wireless Technology in Planning TripImportanceWirelessNot At AllNot VerySomewhatVeryExtremelyGroup 3%100.0%Figure 12.Importance-Wireless5040Percent3020100Not At AllNot VerySomewhatVeryExtremelyIV-CONCLUSIONSThe goal of this research was to conduct a survey of travelers that documents the effectiveness ofbrochure rack-distribution relative to other information channels. Through a cooperative effort withAPBD members, 1,259 travelers in 14 cities in three countries submitted survey information.Surveys were distributed at lodgings, attractions and visitor centers that were representative oftourists in the area. Over three-quarters of respondents were non-residents, on vacation or a leisuretrip, and were spending more than one day away from home; with about 40 percent never havingvisited the area before.19
Respondents were asked if they got a brochure from a brochure rack prior to leaving home and overa third (34%) had done so. The most frequent respondent to pick-up a brochure prior to leavinghome was a first-time visitor (40%), on a multi-day (39%) trip, with a vacation or leisure purpose(37%), who was a non-resident (36%). Over half (53%) got a brochure from a rack since leavinghome. About two-thirds (64%) of respondents got a brochure either before or during their trip.The most frequent respondent to acquire a brochure either before or during their trip was on amulti-day (98%) trip, with a vacation or leisure purpose (97%), who was a non-resident (72%).This means that almost all respondents on a multi-day vacation got a brochure from a brochure rackeither before or after their trip to help them plan it.The survey provided a list of tourist information sources and asked if they had seen or heard any ofthese since leaving home. Brochures from a brochure rack was the most frequently mention media(53%) followed by friend/relatives (49%), visitors centers (39%), printed map (38%), website(31%), and travel guides (29%). TV (21%), billboard (21%), staff at business (20%) newspaper(19%), travel agency (13%), email (11.2%), radio (10%) and other sources (6%) made up thebalance. When asked which of these sources were actually used to get travel information,brochures from brochure racks was the most often utilized (52%), followed by friend/relatives(42%), visitor centers (36%) and printed maps (32%). Respondents most frequently becameaware of a service or attraction from brochures in racks (36.2%), friends/relatives (25%) and visitorcenters (25%). Information in brochures from racks was also the most commonly mentionedinformation source that encouraged them to visit a new area or attraction (21%), change their travelplans (12%), and to purchase something (8%). Respondents stated that the most importantinformation sources in trip planning since leaving home were–in order from most to least important–brochures from a rack, friends/relatives, visitor centers, printed maps, travel guides, internetwebsite and employee at a business.Another part of the survey queried respondents to determine if getting a brochure from a brochurerack either before or after their trip influenced it in several ways. Over half (59%) actually visited anattraction or purchased something, over one-third (37%) used a discount coupon from a brochure,one-third (33%) learned about a company website or email address, over one-quarter (29%)actually visited an organization or company website, and over one-tenth actually emailed theorganization or company either before or during the trip (12%). These data demonstrate thatbrochures are driving visitors to company websites and generating email inquiries.A final survey section asked respondents about the use of wireless technology (such as WiFi anda laptop computer) outside of company offices to access the internet and gather travel informationduring their trip. Over one third (29%) used wireless to access the internet outside their office tohelp plan their trip. Respondents who used wireless technology were more likely to be traveling forbusiness purposes (46%), visited the area previously 3-4 times (34%), and were on a multi-day trip20
(31%). The majority (56%) of those who used wireless to gather trip information rated wirelesstechnology as either “very” or “extremely” important in their trip planning. Those respondentstraveling for business purposes (62%) rated wireless either “very” or “extremely” important. 56%of vacation/leisure travelers rated wireless “very” or “extremely” important. This information showsthe growing use and importance of wireless technology for trip planning.In summary, about one in three respondents gathered a brochure from brochure racks to help themplan their trip prior to leaving home, about half gathered a brochure since leaving home and nearlytwo of three collected a brochure to help them plan their trip either before or during their travel.These data showed the high frequency of brochure-gathering before and during travel. Brochurecollection was most frequently done by those on a multi-day trip, with a vacation or leisure purpose,who were non-residents. These tourists are most easily influenced and the exact target for manytourism businesses. Brochures from a brochure rack were the most frequently used type of media,with much greater use levels than chamber of commerce visitor centers, printed maps, travelguides, billboard, websites, newspapers, travel agencies, email or radio. Brochures also outperformed all other media and information distribution channels in helping respondents becomeaware of a new service or attraction, decide to visit a new area or attraction, change their travelplans and decide to purchase something. Respondents stated that the most important informationsource in trip planning since leaving home were brochures from a rack, compared to all the othermedia, including travel guides and internet websites. Information searches via websites connectedby wireless networks and laptop computers was used by used by about a third of respondents, thevast majority of whom rated wireless as very important in their trip planning. But again, brochureshad a significant impact by providing website and email addresses for over a third of respondents.In other words, brochures are driving business to company websites via wireless and landlinenetworks and email.There is strong evidence that brochures distributed in racks continue to have their basic appeals ofsimplicity, colorful presentation, and placement relevancy. Results from this traveler surveyconclusively demonstrated that brochures out competed all other media for distribution of duringtrip information. They are used by a broad cross-section of travelers, even those who accessed theinternet via WiFi. Brochures were more effective than other tourism information channels–not justfor information searches–but to change travel plans and result in reservations and purchases.21
tourism industry. For example, how does distribution through brochure racks compare with other . effectiveness of brochures and brochure racks, along with 12 other information sources, before and after the respondent left on their current trip. It included questions on electronic information . Ch
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