• INFORMATION DOCUMENTS – PRIMORDIAL

INFORMATION DOCUMENTS – PRIMORDIAL
INSTRUMENTS IN TOURIST COMMUNICATION
Associate Professor Ph.D. Maria Carmen IORDACHE
University Assistant Ph.D. Candidate Ionela RIZEA
University Assistant Ph.D. Candidate Denisa PARPANDEL
”Constantin Brâncoveanu” University of Piteşti
Abstract:
Tourist information proved to have an important influence on the choice of
holiday destinations. An important category of promotional means used
tourism as a source of information is a tourist information documents in which
graphical advertising has a great importance. In a harmonious combination
between an informative text and a picture suggestive of its different forms
(flyers, brochures, catalogs, guides and tourist maps, posters and billboards,
advertisements in the press) visualize products of interest.
This article highlights the importance of tourism information documents on
the selection of destination, the requirements and recommendations for their
design and the need arrangement advertisement to increase its impact on
potential tourists. Tour operators in cooperation with advertising agency,
choosing one means of communication and advertising medium itself,
according to market research conducted, the production capacity or area of
interest to prepare an advertising campaign, the level of tariffs and the type of
benefits offered, the type of tourism product offered and the target market
segment targeted.
Keywords: promotion, print advertising, advertisement, photo
Introduction of potential clients, making the latter -
Promotion activity, in fact, a through various methods of persuasion-
business communications company the actual customers.
interest, embodied in a transmission- within the company: - inform
reception of various information their employees carefully and know their
between businesses and environmental opinions and desires.
or external. Modern companies have Campaigns that are intended to
complex communication systems, it inform consumers about the different
accomplished in various ways and tourist destinations was one of the
feedback type mechanism. responses of firms of interest to the
Communication system in tourism rising expectations of consumers on
objectives concern: products and services of interest and
outside the company: demand for such diversification, so the
• use of multiple and varied forms campaigns of this kind bring to the fore
of information and incentives to attract features defining the attractiveness of
potential customers in order to seek the tourist destinations, from the natural,
company and its supply, processing cultural or social, suggesting that
nonconsumer potential relative to consumers may benefit most from all
consumers; this (only) by calling the products and /
• the challenge of favorable or services of travel agencies.
changes in the behavioral mechanism Printed advertising is one of the
most common ways to implement and special qualities from an economic
advertising campaigns carried out in (Morgan N., Pritchard A., 2000):
tourism. In essence, they involve the - easily accessible to potential
creation and dissemination of printed clients in terms of content (can be
promotional materials to target printed in any language) and
audiences identified in order to achieve transmission (can be obtained from
specific communication objectives of all tourist information offices, agencies,
three levels: cognitive (reputation), etc.., Or can be sent by post to address
affective (attitude) and behavioral customer)
(purchasing behavior and consumption). - convenient and can be
examined by the customer together with
Tourist Information documents - family or friends, at home, where it has
in print media advertising free time and is willing to do so);
The tourist advertising, is leading - truthful and surprising, can
the primary role they have tourist present photos and descriptions of
information documents (leaflets, various places of interest, infrastructure,
brochures, guides, catalogs) in terms of etc..)
degree of use, usefulness and - quite advantageous in terms
effectiveness, which are designed and of cost compared to other media
distributed by agencies, units propaganda, and can be multiplied in
accommodation (individual or hotel the country in bulk and then distributed
chains), transport companies, resorts in various parts of the world;
and tourist areas, tourism offices. This - can be used for advertising a
explains, moreover, why the printing product so specialized travel a
and distribution costs of catalogs and narrow segment of the market and for
brochures have, in general, the main the production of undifferentiated
share of the tourism marketing budget. products of interest to very broad
They are a necessary expense, as the categories of visitors;
main sales tool for tour operators (C. In designing a brochure, must
Cooper, 1996). take into account the following elements
Brochures are advertising (Iordache C., Cebuc I., Hoarcă D.,
materials of great value. They will 2009):
present in detail various tourist information provided in the
destinations and tourists are consulted content of advertising material must
during preparation of detailed itineraries cover the location and access routes
(Chon 1991, Hughes 1992, Uzzell 1984, units of accommodation, how to contact
Hopkins 1998). their degree of comfort, service
Brochure is a standard tool of diversity, published tariffs, the natural
communication in the course of interest characteristics, possible routes,
(Getz and Sailor 1993), providing sightseeing in the area.
potential tourists not only an awareness it is usually the specific
of the existence of destination, but also season pass prices to have a positive
information, knowledge and desire to impact on visitors, it is recommended,
purchase travel products. The main however, presenting separately the
purpose is to "transform" a tourist in the products of interest rates, by inserting
tourist potential owner by the sale of some leaflets which allow for changes
travel services (Crompton 1979; Dilley according to season, the inflation rate,
1986; Stabler 1988). etc.
The brochure is currently the most writing in several languages,
customary support in actions to promote translation is better to be provided by
tourism products through advertising specialists in that country, who know
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best interest of the tourist areas Verts Michelin Guide du Routard,
concerned. Rough Guide - including advice and
illustration to highlight the feedback on the quality - price of
architecture and the interior structures tourism services provided by various
of delivery, recreational opportunities, structures of receipt. The advertising
attractions, and environmental tourist activities, many of the guides are
elements; running against payment.
a quality photo reproduced Leaflet or flyer designed
properly in terms of graphics, has a communication about an event,
tenfold value to the best text possible, organizing a trip, opening a travel
however he would excel in superlatives, agency or tourist structures, may have
the description of "corner of heaven" the character of a publicity release, or
unprecedented in the world etc.. occasional reminder.
the text should have an equal Display advertising is the oldest
role to that of photography, so he is in tourist promotion tool in the field and at
the work of two people's art: the artist the price of this aesthetic qualities. The
photographer and writer. giant forms (sometimes covering the
After reading the brochure, the walls of buildings with multiple floors),
reader should be able to provide three up to the minute (such as posters for
benefits will be if they consume the display case), the poster includes
product, to describe the key features typically a graphical representation
available to it and know the services showing, without attempting to prove,
offered, operating schedules and costs and requires seen, not read. The
targets. (J. A. Veverka, 1999). following characteristics:
Tourism professionals have found → may take the form of posters
that to be distributed in about 10 tourist used in some agencies, tourism offices,
brochures to sell a trip. The largest reception structures, tourism fairs,
German and British tour operators exposure is also possible billboards or
considered that their objective is a sale on vehicles;
for five, six booklets. On the other hand, → are located in highly circulated
are producers who are satisfied with places (airports, railway stations,
results more than modest: a sales subway stations, intersections, major
brochure 20-25 shopping centers, stadiums);
Travel catalog has each page → show images containing
designed by the same structure: a information of interest exciting and short
tourist destination, duration, period of (eg, address and phone company
operation, description of program and providing travel services).
services of interest, one or two photos Tourist maps are also efficient
(Nedelea, A., 2003). The content of ways to use printed to advertise
catalogs of interest consultation is different destinations, products and
recommended and tour operators web services of interest. Major advantage of
page for more information and these tools is offered by their utility in
reservations online, suggestions and guiding tourists - choosing a particular
questions can be sent to potential route of travel to certain places for
tourists via email. accommodation and meals, some
The guides are intended to tourist attractions to be visited.
present the sights of some routes, Most maps of interest are made as
different holiday destinations including to provide all information about the types
maps, illustrations and sketches of of terrain, routes and transport routes
some routes. Examples of such guides, (road, rail, sea, air, etc..) Settlements in
internationally recognized, we can the administrative area, and their status
mention: Les Guides Bleus, Les Guides and demographic existing borders,
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sightseeing present (archaeological Gazette and Travel News, the United
sites, architectural secular and religious, States of America - Travel Agent in
cultural institutions), the existing tourism Romania - Holidays in Romania).
infrastructure (hotels and other Signposts fulfill a major role for
accommodation facilities, restaurants tour-operators and providers, provide
and other catering facilities, premises direction as to drive potential customers
and facilities for leisure, tourist and make it possible sale of holidays.
information points), health units and Linked to these billboards have
various other public service units. important: location, legibility, capacity
The disclosure (in particular those and repeatability explanation provided
relating tourism) can be achieved in a logo.
technical manner, using symbols and In periods prior seasons of interest
notations established, or in an artistic are organized travel grants, where
manner using, if the objectives graphics, providers and tour-operators present
or images of their symbolic. Essential their offers of interest, to promote and
for successful use of maps is interest marketing them.
dissemination: normally, these maps
are available and can be downloaded Requirements of effective
free by tourists at the border crossing message in tourist advertising in
checkpoints, in shops (especially in the printed
souvenir) Located in the area covered , In determining the content of
tourist information points in the stands advertisements, travel agents must take
in railway stations, bus stations, airports into account the preferences of potential
and ports to exchange houses in customers to find out before a restricted
different cultural and tourist attractions range of tourism products offered, but
in the area covered, etc.. Also, maps the feeling together, properly submitted,
can be distributed as promotional that someone else has chosen in
material by participating in various advance, selecting the best. Therefore,
tourism agencies in tourism promotional to facilitate the selection and purchase
events. decision, the theme of the advertising
Publicity release estimate the message will be as simple as possible,
advantage of the opportunities began to avoiding long series of proposals and
be receptive knowledge of circulation, related arguments.
that means the audience is calling In practice we find frequent
knowledge segments of the population instances of tourism due to reduced
whom it is addressed primarily volume of the budget intended for
(Nistoreanu, P., V. Dinu, Nedelea A ., promotional firms in the industry, are
2004). designed advertising community, with a
Advertisements should be sent to complex topic that brings together
them before the tourist season when messages of travel agencies, hotels,
seasonal demand (eg tourism season), resorts or tourist areas.
and when units for whose services the Content of advertisements must
request is relatively uniform in time, contain specific aspects of area
messages will run throughout the year. attractions (landscape, historic sites,
There is a specialized tourist monuments of architecture, foundation
Press, edited by tourism offices and treatment, beaches, lakes, folklore, folk
other structures for professional travel traditions), the benefits in a resort
agencies and other professionals who (favorable climate, sports, media
have a direct impact on customers recreational), accommodation (comfort
(France - Le Repertoire des Voyages, level), the classification categories of
L'Echo Touristique, Italy - Agenti di accommodation structures (hotels,
Viaggi, United Kingdom - Travel Trade
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campgrounds, etc..) transport Following these recommendations
conditions, prices etc.. should be added in the same vein, the
The timing of ongoing advertising marketers to develop the text should be
campaign requires a good knowledge of away to give him a hard character, like
different markets in order to issue a succession of cool features of the
message of interest within the most tourist offer. The notice required to be
favorable decision by potential tourists. written in a dynamic style, stylish,
For example, while for winter sports modern, bore not the recipient, but to
holidays are announced in the UK from capture interest, causing a desire to
the end of September, in other countries purchase the product tour. For example,
with opportunities for maximum impact an impersonal advertisement, designed
when it is placed at other times, in terms like "the sea is an unforgettable
according to national specificities and holiday, persuasion has a capacity of
dates of school holidays. less than one forms a direct style,
Specialists in Tourism remember personally," only the sea, the station X,
some guiding principles of French you can spend an unforgettable holiday.
journalist David Ogilvy, the advertising Making an effective promotional
message design in tourism (Lanquar R., activity is possible only by its inclusion
R. Hollier, 1981): on the details of a genuine aesthetic of
highlighting differences, creative advertising. In this context, the
particularities, tourists travel to gain new key is to develop image suggestive,
experiences, to see what I find in the evocative power for the benefit of the
area of residence; tourist product. Complementing the text,
if announcing a tourism product at the image is of special importance by
a very affordable, such information is the ability to attract and retain the
placed at the top; attention and increase the credibility of
use of specific facts, specific, the message, giving realize attractions
avoid generalities, because only the and facilities of consumer interest.
concrete facts can cause a customer to Thus, the illustration bears the main role
buy without seeing tourism products; in achieving the desired emotional effect
present the make of the product in the presentation of the attractiveness
as the 'first class', a mediocre ad gives of a landscape, a statue or sightseeing.
the impression of a mediocre company, Capturing best reader's attention,
appeared reluctant to be contacted; the photos have to do the tourist
the best argument for sale potential to dreaming, creating and
(price, location for example) should not willingness to provide stay or travel
be hidden, but must be placed in the agency proposed circuit (Nistoreanu, P.,
header ad, otherwise it will go unnoticed V. Dinu, Nedelea A., 2004). A single
among many others; carefully chosen photo is worth more
operating any aspect of news than a set of small photographs, which
about the product; distract the attention of the receiver.
avoid enumeration of a multitude Publication in terms of black and white
of issues, choosing a theme by photographs depicting the tourist
proposing something concrete; destinations can lead to a result
shooting natives, not tourists, contrary to that expected due to their
since any local population may seem poor reproduction quality (the tehnique
exotic to those who do not know; „shell folder”, meaning folder”fad”, without
intelligent choice of photos and color, is used to try new tourist products,
their captions as they are twice as for that the success is uncertain). Instead,
important, more conclusive than the text choose a publication that uses color
itself. photos provide attractive public interest
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and suggestion which are indispensable do so (Hall 1982; Woollacott 1982,
to make it convincing. Uzzell 1984). These photographs
Ambient picture propose images provide information to potential
private limited, potentially giving the consumers of tourism, information that
impression that the consumer is influence their attitude destination. But
expected to destination. She manages we should see the tourist a passive
to create the image of the dream which receiver of these files, but rather, a
causes underlying motivation tourist public asset, in search of sensation and
consumption. In turn, architectural who wants to acquire as a diversified
photography is to highlight the cultural baggage (Uzzell 1984).
environment in which the tourist Photographs advertising for a
establishment is located. It is desirable destination tourism, to be effective,
that the images also include tourists to must be a link between individual
suggest conviviality resorts. motivations, objectives and preferences
According to some studies found and target destination. One of the most
that in over half of the tourist brochures common reasons for a vacation is to
are allocated more than 75% "escape" from everyday environment
representative images promoted tourist and work ( Crompton J., 1979, Dann G.
destinations (Uzzel 1984, Dilley 1986; M. S.,1997).
Hughes: 1992, Hopkins 1998, Davies Color is an important consideration
and Bradbery 1999, Dilley's, 1986). in designing an advertisement in
Thus, they created models of tourism, because it alone can suggest
sharp, representative for specific fun, exotic destinations, exciting issues
destinations: Island type (such as occasioned by the creation of a tourist
Bahamas, Trinidad and Tobago), trip. For example, does not achieve the
dominated by images of coastal same effect on the receiver where it can
landscapes and recreational activities, be Las Vegas or Monte Carlo night in
type the world "old" (such as United black and white or if it is playing in color,
Britain, Portugal and Japan), with lively action and attractions. It considers
presentation of heritage buildings or itself the dominant color that is
landscape Scotland where images are appropriate for a particular issue or
focused castles and landscapes suggestion, if the cruise is advisable to
(Hughes 1992). opt for ocean marine blue or green, for
Photography is a major force in the submission trips to Ireland - the green,
handling of images and therefore affect and in Russia - red.
tourism behavior without appearing to
Table 1
Existing tourist slogans on the market
ACCOR The spirit of smiles
Holiday Inn The world΄s innkeeper
Marriot Where the driven go
InterContinental Hotels Group Greats hotels, guests love
Club Mediterranee Where happiness means the world
Thomas Cook Don΄t just book it. Thomas Cook it.
J'Info Tours Traveling with the great!
NET You know when we know where!
Happy Tour Where you go before you get anywhere!
Marshal Turism Any dream can become reality
Sun Holidays Entrust your holidays professionals
An advertisement in tourism concise, expressive, attractive, exciting.
slogan should express its essence in a He turns his mission remains in memory
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when the potential customer and, of steps to take in account the fact that the
course, if it affects decisions. image promoted tourism product is
Also, the graphics of the slogan highly influenced by the quality (degree
may use certain types of characters of comfort, class rank) and diversity of
suggestive (eg, letter "A" in Paris can take services complementary modulation
the form of the Eiffel Tower, the letter "A" and the degree of attractiveness of the
may be represented like a sun, etc..). objectives ( natural resources, cultural).
Regarding the information content It seems also essential to
of advertising material shows that these emphasize that message, the entire
advertising media often do not contain communication to promote a tourism
sufficient concise and persuasive product to be effective, must be based
arguments to highlight the on research needs and motivations of
attractiveness of the environment potential tourists. Tourist image offered
factors of destination and, respectively, to the public to "productive" in achieving
the companies of interest. Often the the purpose it was designed only to
images that accompany the show implication that the subject
advertisements are invariably arranged communication if (a particular product,
hotel rooms with pillows shaped helmet, destination or tourist attraction, a range
treatment rooms where a lady in an old of services) is adapted to the needs and
robe rub back relaxed, then the slopes, preferences of tourists. Let me add that,
lift, dining room (with towels arranged in over time, communication actions in
the shape of the pillow ) including two tourism are positioned both in the period
waiters in a jacket and a trophy hunter, preceding the sale of tourist product
finding all speech is, inevitably: (the objective being to promote its
"Hospitality and good taste" or acceptance by potential tourists) and
"hospitality". the stage of consumption (when
seeking to stimulate marketing of
Conclusions complementary tourist services during
In their concern to provide the trip or the place of stay).
potential tourists the possibility to know Tourism marketers should take
in detail the structure and content into account that a picture quality is
services component of tourism products more than one speech, that following
and to cultivate a more convincing on reception of the advertising message,
holiday destinations, travel companies target audience should remember that
need to provide the complex and multi- the objective and passed tourist
faceted potential customers, depending advertisement must have a unique style
on which market segments are to draw attention.
addressed. At the same time, initiated
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