Tourism Distribution Channels: The Visitors’ Perspective

Abstract

This article extends research on tourism distribution channels, a topic dominated by studies of providers and intermediaries, by addressing the use of multiple channels from the visitors’ perspective. The article reports the results of intercept surveys of international and domestic independent visitors, and their use of a range of distribution channels to make travel, accommodation, and attractions arrangements at two New Zealand destinations: Rotorua and Wellington. Emphasis is given in turn to the different functions of distribution—information search, booking, and payment—and to the factors that influence the channels selected for each of these functions. Similarities and differences are found among the three sectors and between the destinations and segments analyzed.

Research on Evaluation Indicator System for Distribution Channel of Tourism Destination

“…Smith & Xiao suggested that tourism distribution channels could be regarded as different presentation of tourism supply chain for invisibility and complexity of tourism products [6]. Pearce, from view of tourists, adopted field research method to study distribution channels met by tourists in Rotorua and Wellington of New Zealand, which provided a new perspective for improvement of tourism distribution channels [7]. Reid & Pearce studied distribution channels of New Zealand outbound tourism from the perspective of national market, pointing out development trend and challenges of distribution channels [8].…”

Channel Design for Effective Tourism Distribution Strategies

“…Some commonalities do occur-especially in terms of package tourism-but important differences are found from sector to sector, market to market, and segment to segment (Stuart, Pearce, & Weaver, 2005;Smith, 2007aSmith, , 2007bSmith & Garnham, 2006;Sharda & Pearce, 2006;Pearce & Sahli, 2007;Pearce, Tan, & Schott, 2004, 2007Schott, 2007). As a result, most suppliers use multi-channel distribution systems and may be faced with a reasonably wide range of alternative channels, more so than in many other sectors where multi-channel distribution is often more recent (Frazier, 1999;Coelho & Easingwood, 2004).…”

“…In line with much of the wider literature, the customers' viewpoint is subsequently taken as a starting point (Pearce & Schott, 2005;Smith, 2007b), but the needs and behavior of the suppliers and other intermediaries are also explicitly included (Stuart et al, 2005;Pearce, 2007a;510 JOURNAL OF TRAVEL & TOURISM MARKETING Pearce & Sahli, 2007;Pearce & Tan, 2006;Smith, 2007b;Smith & Garnham, 2006;Schott, 2007). Again, these needs and this behavior are travel-specific.…”

“…Other segmentations are also possible, and will vary from one client base to another; for example, (Garnham, 2005;Smith & Garnham, 2006;Smith, 2007b). Channel choice is influenced by various factors, but the single most important is generally the ease and simplicity with which tourists can book and pay for their travel arrangements (Pearce & Schott, 2005). However, which channel is the easiest to use may vary from person to person.…”

“…In practice, the suitability of online distribution varies, especially by function and sector. Initially used primarily for information provision, online distribution for booking and purchase has occurred most rapidly where products are relatively standardized and price sensitive, most notably in the air transport and hotel sectors (Card, Chen, & Cole, 2003;Wolfe, Hsu, & Kang, 2004;Pearce & Schott, 2005). Increasingly sophisticated search engines facilitate the finding and sorting of information on individual suppliers' websites, while third-party websites provide varying levels of assortment.…”