Channel Design for Effective Tourism Distribution Strategies

Abstract

ABSTRACT. The issue of channel design has been virtually ignored in the tourism distribution literature. This article seeks to contribute to filling this gap by developing a practical step-bystep process to preparing an effective tourism distribution strategy. It is based on a review of the channel design literature and consideration of the strategic implications of a body of applied sector-specific research on tourism distribution in New Zealand. The way in which this process was developed is outlined before the seven-step channel design process itself is presented. Conclusions are then drawn and suggestions for future research are offered.

Impact of Internet Channel on the Service Cannibalization Perception and the Role of Relative Capital

“…(Buhalis and Laws, 2001). For this reason, multi-channel distribution in tourism can be perceived as a combination of customer notification, transportation and provision of guest hospitality services and travel organizations (Pearce, 2009;Pearce and Tan, 2006). According to Hudson (2008), tourism distribution channels are direct tour operators when they serve as sales points for suppliers (airlines, hotels, etc.…”

The impact of a new online channel: An empirical study

“…As the Internet have shifted the power balance of tourism distribution channels (Berne, Garcia-Gonzalez, & Mugica, 2012) and intensified the complexity of tourism distribution systems (Kracht & Wang, 2010), it has become more difficult for a supplier to develop an effective multi-channel distribution strategy (Alamdari, 2002;Buhalisa & Licata, 2002;Díaza, Martín-Consuegra, & Estebanc, 2015;Pearce & Taniguchi, 2008). To address this important issue, Pearce (2008Pearce ( , 2009 has developed a conceptual framework and a step-by-step process for suppliers based on the needs of tourists and the functions required to meet them. Empirical studies on multi-channel strategies in the tourism industry have examined the consumers' uses of different distribution channels (Cheng & Huang, 2014;Del Chiappa, 2013;Pearce & Schott, 2005), the channel performance in multi-channel tourism distribution systems (Pearce & Taniguchi, 2008), and the structure and functioning of tourism distribution channels (Huang, Chen, & Wu, 2009;Pearce, 2002;Pearce & Tan, 2006;Pearce, Tan, & Schott, 2004;Stuart, Pearce, & Weaver, 2005).…”

A customer-focused approach to distribution: The case of SANparks

“…Compromise and cooperation are needed to line up the supplier's resources with what is needed to gratify the consumer and stay abreast of its opponents (Anderson, Day & Rangan, 1997). Pearce (2009) confirms that the design process must be customer-focused and must take the distribution requirements of customers into account, while at the same time considering the business's own requirements. This would result in the best possible match between these two sets of requirements.…”

“…Arranging this system can be a "balancing act" when considering the variety of channel members who are all interdependent, which involves numerous functions (Pearce, 2009). Compromise and cooperation are needed to line up the supplier's resources with what is needed to gratify the consumer and stay abreast of its opponents (Anderson, Day & Rangan, 1997).…”