No abstract

This paper outlines a multiple method approach used in Wellington as a way of researching issues of distribution channels for tourism in urban areas. The study combines information obtained from interviews with providers and intermediaries, visitor surveys and the analysis of catalogues to present a systematic examination of distribution channels for a range of accommodation and attractions. The results highlight the complexity of distribution channels in Wellington, with variations occurring by market segment and by type of accommodation and attractions. Chain hotels have the most complex channels. Smaller properties and attractions tend to pursue simpler 'at destination' distribution strategies.

Based on in-depth interviews with 20 providers, this article-examines the distribution mix for tourism attractions in Rotorua, a major New Zealand destination. It seeks to establish the balance between direct and indirect distribution channels, to identify the different forms of distribution involved, and to examine the factors influencing their use. The distribution mix was found to be very mixed, the percentage of direct sales ranging from 95% to 20%. Little systematic variation was evident, with the exception of an inverse relationship between the percentage of direct sales and the proportion of business from group tours. Variation was also found in the structure of direct and indirect channels and in the reasons given for using each of these. Factors influencing the overall distribution mix include the segments targeted, the characteristics of the attractions, and the perceived advantages and disadvantages of different channels with respect to yield, control, and seasonality.

No abstract