chapter  4
Collecting visual materials from secondary sources
BySALLA JOKELA, PAULIINA RAENTO
Pages 17

A growing portion of the information steering tourists’ decision-making and behaviour is in visual form. Promotional images decorate brochures, websites, and postcards. These media offer valuable secondary sources for research purposes, because they shed light on the values and desires of tourism promoters and tourists. These sources are called “secondary,” because those who created them are not involved in the research process.