M.A. in Public Relations
Public Relations & Advertising
Ric Edelman College of Communication & Creative Arts
Advertising--Tourism; Seaside resorts
Public Relations and Advertising
The purpose of this study was to identify the visual design elements that contribute to the effectiveness of seashore tourism brochures and print advertising.
For the first part of the study, the researcher interviewed seven tourism communications professionals for resorts from Cape Cod, Mass., to Virginia Beach, Va. The researcher asked them to indicate the most effective elements in the following categories: brochure format, color tones, overall tone, use of text, style of text, use of photos and the elements within those photographs.
The researcher also conducted a survey of a non-random sample of 31 potential seashore resort visitors. The participants were provided examples of design elements and were asked to select those which made them feel more favorable about visiting a seashore resort.
The research showed the most effective brochure format to be the magazine. Vacationers preferred extensive text while tourism professionals chose minimal text. A dominant photographic image was seen as more effective than multiple, equally weighted images. Vacationers strongly preferred photographs of scenery over images of people. vacationers and professionals favored cool color tones, particularly blues and greens, and preferred a formal overall tone. Both groups also preferred conventional typefaces, such as Times Roman and Helvetica.
Cripps, Andrew, "Seashore tourism brochures and advertising: characteristics of effectiveness" (1997). Theses and Dissertations. 2051.