The Impact of Travel Brochures on Perceptions of Authenticity at Aboriginal Tourist Sites

Abstract

This study examines the relationships among effective travel brochures, tourists' characteristics, and perceptions of authenticity of aboriginal heritage sites. Using as a target research scene two aboriginal stone pillars on Taiwan's East Coast, a total of 405 questionnaires are collected and analyzed. Empirical results reveal that tourists' perceptions toward travel brochure usage differ significantly, depending on their gender, people who they are traveling with, and the methods of transportation. More specifically, this study also finds that tourists' type of travel companion and methods of transportation significantly influence their perceptions of authenticity during a visit to aboriginal heritage sites. Tourists generally feel that effective travel brochures can enrich their visit experience, assist trip planning, and enhance the sense of authenticity of the introduced aboriginal heritage sites. Given the significant effects that an effective travel brochure has in strengthening tourists' perceived authenticity, the relevant destination management institutions could cooperate with both formal educational institutes and informal continuing learning centers in transferring their knowledge into the design of effective travel brochures.