Choosing an optimal channel mix in multichannel environments

Sharma, Arun; Mehrotra, Anuj

doi:10.1016/j.indmarman.2006.06.012

Cited by 108 publications

(84 citation statements)

References 12 publications

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“…The main issue related to information search is the possibility of locating the correct and relevant travel and tourism information in the so-called "online tourism domain" (Xiang et al, 2008). Assessing online tourists' behavior is part of the online tourism domain, where professionals can work with Mehrotra, 2007) not all tourism firms in all countries are ready to embrace the Internet (r)evolution. Likewise, not all consumers are ready to rely on online information and online commerce.…”

Section: Introductionmentioning

confidence: 99%

The Internet Impact on Travel Purchases: Insights from Portugal

Martins¹,

Salazar²,

Inversini³

2015

Tourism Analysis

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This research proposes an analysis of online consumer buying behavior in the travel and tourism field in Portugal. The study utilizes a self-administrated survey on a sample of 380 individuals created in order to understand the influence of the Internet on consumer buying behavior. The survey was administrated in Portugal, one of the European countries that are still struggling with Internet penetration. Results show the importance of the Internet has on two stages of the buying process: (i) alternative evaluation and (ii) buying act. Furthermore, this research highlights the critical role of touristic products availability and search costs on the buying behavior of consumers. However, past bad experiences and a certain level of insecurity persist as factors limiting the online purchase process. Results confirm the general trends in consumer behavior and highlight the need of moving further for Portugal in terms of technology adoption.

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Section: Introductionmentioning

confidence: 99%

The Internet Impact on Travel Purchases: Insights from Portugal

Martins¹,

Salazar²,

Inversini³

2015

Tourism Analysis

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“…Variations occur in the number of steps recommended, the starting point in the process, and what is encompassed. Magrath and Hardy (1991), Mallen (1996), and Sharma and Mehrotra (2007) all propose a six-stage process, though they differ on what is included. Stern and colleagues (1993) outline an eight-step process, while Fava Neves et al (2001)-after providing a useful review of four other models-elaborate their own more comprehensive model incorporating four phases and eleven steps.…”

Section: Journal Of Travel and Tourism Marketingmentioning

confidence: 99%

“…As with studies of channel design processes from other sectors reported in the literature (Stern et al, 1993;Fava Neves et al, 2001;Sharma & Mehrotra, 2007), the overall process is outlined before the considerations involved at each stage are discussed in more detail. Figure 2 outlines the process tourism suppliers might use to develop an effective distribution strategy.…”

Section: The New Zealand Projectmentioning

confidence: 99%

“…To date, however, the issue of channel design in tourism distribution has all but been ignored (Kotler, Bowen, & Makens, 1996;Green, 2005), with the focus in published work being variously on channel structure, roles, relationships, and the impact of new technologies (Buhalis & Laws, 2001;Alcá zar Martínez, 2002). This is in marked contrast to manufacturing and some service sectors where the importance of channel design has been explicitly recognized for some time and is now a distinctive field of study (Cespedes, 1988;Stern, Sturdivant, & Getz, 1993;Mallen, 1996;Fava Neves, Zuurbier, & Cortez Campomar, 2001;Sharma & Mehrotra, 2007). Much of this work has involved large corporations.…”

Section: Introductionmentioning

confidence: 99%

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Channel Design for Effective Tourism Distribution Strategies

Pearce¹

2009

Journal of Travel & Tourism Marketing

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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.

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“…2 Although multichannel marketing is being increasingly used by organisations as a result of its revenue and cost benefi ts, its implementation is complicated by the diversity of channels. 3 Sharma and Mehotra 3 suggest that although it is important, organisations are still fi nding it diffi cult to achieve the optimal mix of channel types.…”

mentioning

confidence: 99%

Structure, people and process challenges of multichannel marketing: Insights from marketers

Valos

2009

J Database Mark Cust Strategy Manag

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The aim of this study was to explore the utility of strategic implementation theory as a guide for dealing with issues marketers face when implementing multichannel marketing. Although marketers attempt to harness the potential of emerging marketing channels, implementation is proving diffi cult. This is because the complexity of multichannel marketing has implications for existing organisational structures, people and processes. Further, the reliance on external suppliers and vendors in implementing new channels is causing organisational confl ict and the development of new management processes. A qualitative research approach using insights from senior marketers of ' Bluechip ' organisations was used to identify multichannel marketing implementation diffi culties. The major contribution of this article was to show the areas for which strategic implementation theory provides practical implementation guidelines and future research directions.

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Choosing an optimal channel mix in multichannel environments

Cited by 108 publications

References 12 publications

The Internet Impact on Travel Purchases: Insights from Portugal

The Internet Impact on Travel Purchases: Insights from Portugal

Channel Design for Effective Tourism Distribution Strategies

Structure, people and process challenges of multichannel marketing: Insights from marketers

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