This study aims to analyse the marketing and Interpretative Information of brochures contents of Great Barrier Reef tourism in Cairns, Australia using content analysis. Ten brochures were selected and analysed including textual information and 210 photos information during April and May of 2007. The results indicated that snorkeling, scuba diving, boat/cruise tours, and walking were identified the most common activities on the brochures among 18 activities while booking channels were available and promoted including telephone, email, website, fax and address of company. In contrary to marketing information, Interpretative Information was relatively not sufficient. Besides, types of nouns, adjectives, and verbs used in brochures were identified in this study. Fishes, coral reefs and turtles represented the major sources used for photos of marine life, while coral reefs and beaches were the major promoting images of scenic photos. Company logos and ecotourism certificates were presented in the majority of the brochures. Suggestions for ecotourism development of Taiwan included 1.) Reach the balance between marketing and interpretative information to design contents of media (e.g. brochures, Internet); (2.) Keep enhancing service quality of ecotourism destinations; and 3.) Develop ecotourism certification.
