Mass Customisation through Personalised Brochures: The Role of Emerging Technologies

This paper argues that despite the wide adoption of Internet technologies in destination marketing, information is still disseminated through printed brochures that have largely remained unchanged and unaffected by the trend towards greater personalisation of service. We argue that innovations in IT such as digital printing, allow for the replacement of the inflexible brochures of the past with dynamic, customised brochures. Such changes allow the Destination Marketing Organisations (DMOs) and other tourism providers to significantly improve the element of personalisation of their products, gain valuable marketing and intelligence data about their customers and substantially reduce their printing and posting costs.