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Evaluating vacation destination brochure images: the case of local authorities in Wales

Nigel Morgan

The paper demonstrates a method for analysing destination brochure images as a means to asking evaluative questions. First, it discusses the match, or mismatch, between product images and the separate findings of consumer attribute research. Secondly, it questions the efficacy of marketing practices that are liable to over-arching political influences and finally, it considers the extent of integration of destination image promotion across comparable tiers of a geopolitical system and between levels of local and national government.

The empirical data are drawn from Wales in the United Kingdom. Local authority vacation brochures are examined using a content analysis and a methodology for examining brochure images is developed which categorises images into six major groups: scenery; activities ; people; heritage; urban and rural; and iconic destination images. Categorising images in this may reveals some interesting findings that have implications for tourism marketing planners both in the case study area and in other destinations which may be attempting to establish an identity as a vacation destination.

Key Words: place promotion • UK local authority promotion • destination image promotion management • brochure imagery • tourism policy • Wales

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				A. Pritchard and N. J. Morgan Selling the Celtic Arc to the USA: a comparative analysis of the destination brochure images used in the marketing of Ireland, Scotland and Wales Journal of Vacation Marketing, January 1, 1996; 2(4): 346 - 365. [Abstract] [PDF]