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

Volumn 2, Issue 4, 1996, Pages 346-365

  Pritchard, Annette ^a   Morgan, Nigel J ^a  

^a CARDIFF METROPOLITAN UNIVERSITY   (United Kingdom)

Author keywords

Brochure images; Destination image promotion management; Ireland; Scotland; Tourism policy; US market segments; Wales

Indexed keywords

EID: 0142176771     PISSN: 13567667     EISSN: 14791870     Source Type: Journal    
DOI: 10.1177/135676679600200406     Document Type: Article

References (55)

1. For a comprehensive literature review of this field before 1990 see Kye-Sung Chon (1990) The Role of Destination Image in Tourism: A Review and Discussion, The Tourist Review (Revue de Tourisme), Vol. 45, No. 2, pp. 2-9.
2. Kres, G. and Van Leeuwen, T. (1990) Reading Images, Deakin University Press, Geelang, Australia
3. Cook, G. (1992) 'The Discourse of Advertisements', Routledge, London.
4. See for instance, Dilley, R.S. (1986) Tourist Brochures and Tourist Images, The Canadian Geographer, Vol. 30, No. 1, pp. 59-65.
5. Cronin, B. (1993) 'Myths and Mirrors: Tourist Images and National Identity', in O'Connor, B. and Cronin, M., 'Tourism in Ireland: A Critical Analysis', Cork University Press, pp. 68-85.
6. Selwyn, T. (1993) 'Peter Pan in South-East Asia: A View from the Brochures', in Hitchcock, M.et al.(eds), 'Tourism in South-East Asia ', Routledge, London, pp. 117-137.
7. Pritchard, A. and Morgan, N.J. (1995) 'Evaluating Vacation Destination Brochure Images: The Case of Local Authorities in Wales', Journal of Vacation Marketing, Vol. 2, No. 1, pp. 23-38.
8. Kye-Sung Chon(1990) The Role of Destination Image in Tourism: A Review and Discussion, pp. 7-8, ref. 1 above.
9. Britton, R. (1979) 'The Image of the Third World in Tourism Marketing ', Annals of Tourism Research, No. 6, July/September, pp. 318-329.
10. Scottish Tourist Board (STB) (1994) Marketing Plan 1994, STB, Edinburgh, p. 24.
11. Bojanic, D.C. (1991) The Use of Advertising in Managing Destination Image, Tourism Management, December, pp. 352-355.
12. Dilley, 'Tourist Brochures and Tourist Images'.
13. Selwyn, 'Peter Pan in South-East Asia'.
14. Wicks, B. E. and Schuett, M. A. (1991) 'Examining the Role of Tourism Promotion Through the Use of Brochures', Tourism Management, December, pp. 301-312.
15. Gold, J.R. (1994) Locating the Message: Place Promotion as Image Communication, in Gold, J. R. and Ward, S. V., 'Place Promotion, The Use of Publicity to Sell Towns and Regions', Wiley & Sons, Chichester, pp. 19-37.
16. Wales Tourist Board (WTB) (1993) Marketing Areas Study, WTB, Cardiff.
17. STB (1994) ' Fact Sheet RH 34, Overseas Print Study 1993/94', Scottish Quest Magazine, STB, Edinburgh, p. 5.
18. Smith, S.L.J. (1983) Recreation Geography, Longman, London and New York, p. 149; quoted in Dilley, 'Tourist Brochures', p. 59.
19. Dilley, 'Tourist Brochures', p. 65, ref. 3 above.
20. Gunn, C. (1986) Vacationscape: Designing Tourist Regions, Van Nostrand Reinhold Publishers, New York, 2nd edn
21. Farrell, B. (1979) 'Tourism's Human Conflicts: Cases from the Pacific', Annals of Tourism Research, No. 6, pp. 122-136.
22. Britton, 'The Image of the Third World in Tourism Marketing', ref. 4. Britton argues that the induced image is more important in third world tourism marketing because many of these countries have historically been underrepresented in the Western media.
23. Pritchard and Morgan, 'Evaluating Vacation Destination Brochures', ref. 3 above.
24. Ibid. Advertisements from the private sector were not included as, although the national tourist boards would exclude advertisements which undermine their chosen projected image, such illustrations are not entirely of the board's own choice. This rationale is similar to that of Dilley, 'Tourist Brochures', ref. 3 above.
25. WTB (1994) ' Tourism 2000: A Strategy for Wales', WTB, Cardiff, p. 55.
26. Cronin, ' Myths and Mirrors', p. 73, ref. 3 above.
27. Breathnach, P.et al.(1994) Gender in Irish Tourism Employment, pp. 52-73, in Kinnaird, V. and Hall, D. (eds), 'Tourism: A Gender Analysis', Wiley & Sons, Chichester, p. 54.
28. Deegan, J. and Dineen, D. (1993) Irish Tourism Policy: Targets, Outcomes and Environmental Considerations, in O'Connor, B. and Cronin, M., 'Tourism in Ireland: A Critical Analysis', Cork University Press, pp. 120-121.
29. Bord Failte (1995) Link, May, No. 2; and 'Know Your Market: United States 1994/95', pp. 7-9.
30. Britisli Tourist Authority (1992) 'USA Market Guide'.
31. Louis Harris and Associates (1989) 'The American Travel Consumer - A Profile ', Travel & Leisure Magazine Survey, quoted in the Wales Tourist Board (1994 -95) 'Overseas Marketing Plan'; and Borde Failte, 'Know Your Market', p. 9.
32. This segmentation is based on the British Tourist Authority, 'USA Market Guide', ref. 23.
33. WTB (1994) ' Tourism 2000: A Strategy for Wales', Cardiff, p. 8.
34. Deegan & Dineen, Irish Tourist Policy, p. 118, ref. 20 above.
35. Bord Failte (1995) Link, May, p. 1.
36. Bord Failte (1995) Link, March, p. 2.
37. Cronin, 'Myths and Mirrors', p. 82, ref. 4 above.
38. O'Cinneide, M. and Walsh, J. (1991) Tourism and Regional Development in Ireland, Geographical Viewpoint, No. 19, pp. 47-68.
39. quoted in Breathnach et al., 'Gender in Irish Tourism', p. 55.
40. See also Cronin, 'Myths and Mirrors', p. 78, ref. 4 above.
41. O'Connor and Cronin, Tourism in Ireland, p. 4.
42. See also Cronin, ' Myths and Mirrors', p. 70.
43. Holloway, J.C. and Plant, R.V. (1992) Marketing for Tourism, Pit-man Publishing, p. 150.
44. Maas, J. (1980) Better Brochures for the Money, Cornell Hotel and Restaurant Administration Quarterly, Vol. 20, No. 4.
45. quoted in Middleton, 'Marketing for Travel and Tourism', p. 195.
46. BTA (1992) 'USA Market Guide'.
47. Kinnaird, V.et al.(1994) Tourism: Gender Perspectives, pp. 1-34, in Kinnaird, V.et al.(eds), ' Tourism. A Gender Analysis', Wiley & Sons Ltd, Chichester, p. 3.
48. This finding is similar to that of Quinn, B., The Promotion of Ireland as a Tourist Destination in Continental Europe. Paper presented at the Institute of Irish Studies, University of Liverpool, Fifth Workshop on Social Science Research, 'The Irish in the "New" Europe: Context, Trends and Issues'.
49. Henley Centre Research (1994) Today's Older Consumers: An Emerging Third Age of Personal Fulfilment or a Wasted Era of Frustrated Possibilities?, Leisure Futures, No. 1, pp. 98-101.
50. See ref 9 above, p. 4.; and Bord Failte (1994) 'Tourism Facts'.
51. Cronin, 'Myths and Mirrors', p. 78, ref. 3.
52. Bord Failte (1994) 'Tourism Facts', p. 3.
53. Cronin, 'Myths and Mirrors', p. 82, ref. 3.
54. Selling Wales with Castles and Coracles, Western Mail, 3rd May, 1995.
55. WTB, 'Wise Wales' and Bord Failte (1995) Link, March.