Level of Congruency in Photographic Representations of Destination Marketing Organizations' Websites and Brochures

ABSTRACT The primary objective of this study is to assess the level of congruency in the photographic representations of two promotional materials offered by Destination Marketing Organizations (DMOs) located in the U.S. northeastern corridor. The promotional materials selected for analysis are the official brochures that the tourism organizations send to consumers upon request and their respective, official Websites. The results show that with the exception of a few variables there is a low level of congruency between the pictures presented on both media.