Printing-on-demand as a channel for tourist information

This paper describes Instant Response as a new way of distributing pre-sales documentation. It provides dealers of internationally operating organisations with the possibility to log in on a WWW-site to order sales documentation for their prospects. This documentation is then printed (on demand) in a print centre near the prospect and sent to the client within one day. Out-of-stock and out-of-date will never occur again with Instant Response and prospects receive personalised (one-to-one) and up-to-date information. The Instant Response concept is presently tested by several major international companies (Philips, Husqvarna). We argue that the concept is also applicable in the tourist industry.