Using brand awareness and brand image in tourism channels of distribution

Abstract

Brand awareness and brand image influence strategies of distribution channel management, particularly push and pull strategies within the channel. Thus, this research investigates brand awareness and brand image issues within tourism distribution channels. The eight major Australian domestic tour wholesaler brands were measured for the brand awareness of end consumers and travel agents. Also, brand image held in the minds of travel agents was researched. This research demonstrates that a combination of push and pull strategies could be used by domestic tour wholesalers to send appropriate messages to both travel agents and end consumers. This combination may be more effective than either strategy on its own because intangibility, heterogeneity, perishability and ownership issues affect the supply and demand of tourism services.

An empirical survey on perceived value from tourism destination based on brand equity model: A case study of Qeshm Island

“…Hence, they allow consumer to retrieve and to process information, simply (Aaker, 1991). This mass information can be useful for services brand especially, duo to complicated nature of services and it can contribute to marketing section in visual communication between product and consumer (Woodward, 2000). Second, associations can provide distinction points of product.…”

“…Second, associations can provide distinction points of product. Distinction acts as a barrier against competitors, hence, they create constant competitive advantages (Woodward, 2000). Finally, associations, which exist in customer's mind, can impact usage experience of product.…”

“…Brand image is not necessarily an objective and in terms of brand image, reality has less importance than reality perception. In summary, brand image of a service can be a subjective mine phenomena (Woodward ,2000).…”

What kind of marketing distribution mix can maximize revenues: The wholesaler travel agencies' perspective?

“…Hatton (2004) views travel agencies as members of the most costefficient distribution system which is often mentioned with respect to the measuring criteria of choosing a marketing channel, but Impression Rates (Woodward, 2000) does not offer high priority attributes as in the above related studies. It is imperative to note that wholesaler travel agencies form the optimal marketing distribution mix so as to gain economies of scale and profits, improve distribution channel management capability, reduce distribution investment risks, enhance distribution efficiency, and strengthen revenue-management performance by integrating new and traditional distribution cannels.…”

“…Brand awareness and brand image influence the strategies of distribution channel management (Woodward, 2000). With the rapid growth of Internet-based distribution channels, the relationship among these channels is becoming more complicated, and in order to maximize revenue wholesaler travel agencies may adopt different marketing distribution channels for different types of guests.…”