Abstract:

Survey research has played a central role in the development of the Thomson Holidays brochure style. This paper looks in detail at research conducted at two stages in this development when the approach to the brochure design was reviewed and will describe the differing aims of the research in the context of the marketing constraints of the time. As background, we shall examine briefly firstly the development of the package holiday industry and its consequences for the holiday brochures. Secondly, we shall describe the role of the brochure in the marketing of package holidays and some of the many constituent parts which need to be researched in order to ensure that the brochure is successful.