ABSTRACT
This chapter will discuss findings from a research project on the use of customized brochures by attendees of a community festival in Edinburgh. It will examine their engagement with the festival and the personalized brochures, and debate the potential implications of personalization for tourism brochures. A brochure is a form of printed promotional material designed to communicate with existing or potential tourists. Traditionally it has been used as the main marketing instrument to enhance awareness of destinations, provide information and generate desire to purchase. Tourism brochures generate images and include text that locates the services they provide, as well as the places and culture in which they are located. Due to the intangible nature of the tourism experience, the brochure is a very powerful medium that stakeholders use to capture the tourist imagination of the place and mediate the tourist experience.
