![women holding a travel brochure](https://www.uoguelph.ca/lang/sites/default/files/styles/large/public/travelbroch.jpg?itok=KWcurKJK)
Improving destination marketing: New research aims to enhance the traditional tourism brochure
Need to know:
Brochures remain an important element in the marketing of tourism destinations across the world.
Researchers at U of G are using eye-tracking glasses to understand consumer behaviour and improve travel brochures.
Images are the most important element of a travel brochure to tourists, while ads make the brochure seem "less trustworthy."