The Distribution Mix For Tourism Attractions in Rotorua, New Zealand

Abstract

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.

A customer-focused approach to distribution: the case of SANParks

“…It was interesting to note that the respondents were consistently more satisfied when using intermediaries to facilitate their bookings. This is in line with Pearce and Tan's (2006) argument that indirect channels often offer a better service simply because of their specialisation and scale of operation. As they are specialised, Pearce and Tan (2006) feel that it may be more advantageous to use intermediaries, .in addition to the fact that these might appeal more to the customers' requirements.…”

“…This is in line with Pearce and Tan's (2006) argument that indirect channels often offer a better service simply because of their specialisation and scale of operation. As they are specialised, Pearce and Tan (2006) feel that it may be more advantageous to use intermediaries, .in addition to the fact that these might appeal more to the customers' requirements. Satisfying the needs and wants of suppliers and customers should be the main motivation for intermediaries (Pearce & Tan, 2006).…”

Channel Design for Effective Tourism Distribution Strategies

“…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.…”

“…Intermediaries are usually also required for en-route distribution unless the supplier is a networked business (Pearce & Sahli, 2007). For small and medium suppliers, direct distribution is usually a more feasible option in nearby domestic markets as well as at the destination where demand is already concentrated geographically (Pearce & Tan, 2006;Pearce, 2008).…”

Geothermal fields of New Zealand in tourism industry – the case of complementary assets and competitive products

“…Nearly 150 years later, Rotorua maintains its strong position in both domestic and international tourist market of New Zealand, attracting c. 3.2 million visitors annually and offering a wide range of activities, among which sightseeing of geothermal sites occupies a very important place (Hall, Kearsley, 2001;Pearce, Tan, 2006). Today, nearly 10 geothermal sites have been developed as theme parks to cater for visitors.…”