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Details for article 73 of 198 found articles
| Title: |
Cruise Line Brochures: |
| Author: |
Marti, Bruce E. |
| Appeared in: |
Journal of travel & tourism marketing |
| Paging: | Volume 2 (1993) nr. 1 pages 31-52 |
| Year: |
1993-09-13 |
| Contents: |
This article quantitatively tests and confirms the hypothesis the generic messages, both in print and visuals, are prevalent within the sales literature (brochures) of the Caribbean cruise industry. It relies on a content analysis of the print messages (words) and a frequency analysis of the photographs contained in a sample of five cruise line brochures to support the hypothesis. An additional major finding of the analysis was that æbrand characterÆ was relatively absent among the brochures. The implication of the lack of brand identity is that is hinders the effectiveness of cruise line marketing programs. Thus, it is suggested that photographs projecting specific corporate images, such as company logos or other unique shipboard characteristics that would lead to better product recognition, be incorporated more heavily in cruise line brochures. |
| Publisher: |
Routledge |
| Source file: |
Elektronische Wetenschappelijke Tijdschriften |
Details for article 73 of 198 found articles
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