Tourism Marketing Communications
[TRUST]  Whether deserved or not, these guides are perceived as trustworthy and offering independent and well informed perspectives - even when drawing heavily upon largely subjective, personal opinions. (Many of the travel writers assigned to them remain subject, as well, to the normal stresses of meeting the publication deadlines surrounding most tourism publishing efforts.) [WORLD WIDE WEB] In similar fashion, the internet - which can carry information and opinion sources on any subject matter in a manner that is far more anonymous and potentially deceptive - has also possessed the advantage of being perceived and trusted in this way ... at least until recent times.  However, with the web in general, user satisfaction, speed and functionality remain far more serious concerns. Having recognized its vital (and increasingly dominant) importance to information supply and access, most leading travel guides maintain strong presences on the web via their own sites and related links. Similar copywriting issues arise. 3. News writing and tourism copywriting - content priority factors: “News writing textbooks help journalists hone their nose for news by listing basic factors. Among them: timeliness, prominence, proximity, impact, conflict, emotion, usefulness, unusualness, human interest .."  - Jody Brannon, Editor, Inside MSN [TOURISM IMPLICATIONS] Not every basic 'news factor' is relevant to achieving excellent tourism copywriting outcomes ('conflict' being one example) or even setting editorial priorities. But most in this list are certainly relevant - particularly 'impact, usefulness, unusualness, human interest and even proximity, prominence and emotion'. Important additional factors for tourism would be not only 'timeliness' but 'freshness', as well as - 'credibility, accuracy, passion, color, evocativeness, reliability, and relevance'. A proper balance between too much and too little information is also necessary.  And last but not least, there is the value to be found in writing with 'one voice' about a destination, so that what is written about its various visitor 'offers' can be  read & evaluated using the same 'wow factor' standard, by readers.
Success in Tourism Copywriting: By Bruce Dickson (TDS), 19 August, 2010 Learning from proven news writing and travel guide publishing principles   Successful person to person communication, whether  written or visual, is normally based on long standing,  ‘tried and true’ techniques. 1. Journalism’s ‘inverted pyramid’ copywriting principle  Consistently applied to the writing of news stories. This involves structuring the story or message, with the most important points of interest always placed first ... and the least important last. It is amazing how often this basic principle is ignored in tourism publications. ‘Get their attention.’ 2. Travel guide design: Although the internet now does it faster & better, the historic  popularity, growth and influence of so many internationally published travel guides and handbooks is no accident. They too serve as a guide to successful communication principles and the intelligent structuring of comprehensive travel and destination advice and tips. (Even if a little too successful at what they do, and consequently now possibly at risk of a backlash from some truly independently-minded travelers.) They succeed because they have provided the destination insights and practical travel information that visitors are really seeking. Like their web counterparts, the more successful of them also take seriously their feedback and suggestions from readers & travelers on how to constantly improve the approach. [ALL IN ONE]  In addition, the success of most ‘independent’ travel handbooks & guides is based on providing visitors with an ‘all in one’ or ‘one stop’ shop, for the tourism information their readers will need. (And this includes ‘tourism’ maps, not just road maps). They also include other helpful local information of cross-cultural value, social orientation and background interest to visitors.   
INDEX TO OTHER WRITINGS ON TOURISM  Copyright 2012: Bruce Dickson, Tourism Development Solutions. All rights reserved.