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Individualized Tourism Brochures as a Novel Approach to Mass Customization

Migas, Nikos; Anastasiadou, Constantia; Stirling, Andrew


Nikos Migas

Andrew Stirling


Tourism is an information intensive business and technological advances have transformed the way in which information is stored, managed and transmitted to potential visitors. Despite the wide adoption of Internet technologies in tourism marketing, information is still largely disseminated through printed brochures that have remained unchanged and unaffected by personalization trends. This conceptual paper argues that technological innovations such as digital printing allow the creation of dynamic, customized brochures at a lower cost than that of conventional tourist brochures. The main aim of this paper is to propose a framework for cross-media customization of tourism and travel brochures. The paper concludes that empirical research is necessary to assess the optimum levels
of individualization for tourism brochures.


Migas, N., Anastasiadou, C., & Stirling, A. (2008). Individualized Tourism Brochures as a Novel Approach to Mass Customization. Journal of Hospitality and Leisure Marketing, 17, 237-257.

Journal Article Type Article
Publication Date 2008
Deposit Date May 29, 2015
Peer Reviewed Peer Reviewed
Volume 17
Pages 237-257
Keywords Mass customization; individualization; cross-mediacommunications; variable data documents; tourism brochure; marketing;
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