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

Huang, Leo; Chen, Kaung-Hwa; Yingwei, Wu

doi:10.1016/j.tourman.2008.10.011

Cited by 43 publications

(20 citation statements)

References 60 publications

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“…Huang, Chen, and Wu (2009) used AHP to evaluate distribution channels in the tourism industry by considering overall cost, gross profit, target audience respondent rate, impression rates, and transactional capabilities. To overcome uncertain judgment provided by decision makers, Fu, Chao, Chang, and Chang (2008) applied fuzzy AHP to study whether small and medium-sized enterprises should adopt a third-party electronic marketplace channel strategy or establish their own.…”

Section: Mcdm Methods For Evaluating Marketing Channel Alternativesmentioning

confidence: 99%

An analytic decision making framework to evaluate multiple marketing channels

Chen

Kou

Shang

2014

Industrial Marketing Management

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Section: Mcdm Methods For Evaluating Marketing Channel Alternativesmentioning

confidence: 99%

An analytic decision making framework to evaluate multiple marketing channels

Chen

Kou

Shang

2014

Industrial Marketing Management

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“…Because of this technological wave, tourism providers have gradually implemented innovations in the creation, promotion and selling of their products. The old commercial distribution and sales promotion strategies gradually declined and new marketing instruments emerged in the tourism industry (Cai et al, 2004;Huang et al, 2009;Kim et al, 2007;Della Corte & Sciarelli, 2003). The traditional tourism industry doesn't exist anymore, rather the increasing number of direct and indirect competitors forced all tourist players, both the big and the small sized ones, to adapt or change their marketing strategies in order to survive inside the Internet Revolution.…”

Section: Research Background: Prosumerism and Long Tail Theorymentioning

confidence: 99%

Niche-Market Tour Operators and Mass-Market On–Line Travel Agencies: The Case-Study of U.S. Organized Tourism to Italy

Romina

Silvia

Costa

2013

AJTR

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The design of tourism products is changing due to factors such as the growing importance of the Internet and the ability of tourists to be involved in the production of their own products/experiences, (namely the emergence of the 'prosumer'). This paper reports a study into the responses of Tour Operators and On-line Travel Agencies to the evolution of the tourism sector. The case-study analyzes the use of marketing mix variables for outbound tourists from the United States booking tours to Italy. A comparison between operators and the five main on-line travel agencies is then made. The purpose of the paper is to demonstrate an ongoing repositioning of these tourism players along the long-tail theory curve and a reversal of the Tour Operator's role, from that of a general mass market orientation to the supply of a niche market demand by promoting customized travel packages based on specific requirements. Implications of this process for the marketing of destinations and SMEs are discussed in the final part of the paper.

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“…In an effort to sell their services more efficiently, most suppliers use a mix of traditional and electronic channels (Morosana & Jeong, 2008). Bennett and Lai (2005) as well as Law, Leung and Wong (2004) state that traditional and electronic distribution channels can complement each other to deliver the ultimate satisfaction for travellers (Huang, Chen & Wu, 2009).…”

Section: Introductionmentioning

confidence: 99%

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

Douglas

2016

S. Afr. j. econ. manag. sci.

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While the importance of distribution has been recognised in tourism literature, the research has been approached mainly from the perspective of supply, with very little attention given to the customer. To date, there has been even less focus on the distribution channel requirements of the National Park customers. The purpose of this study is to examine how the various distribution channels used by South African National Parks (SANParks) go towards satisfying the customers' distribution channel requirements and identifying whether there is any relationship between certain variables, such as gender or the frequency of channel use, and the level of satisfaction that customers experience with the various channels. Web-based and paper-based questionnaires are distributed to the customers who have used the SANParks distribution channels before. The results show that, although the SANParks website is the most frequently used channel for making a booking, it is not necessarily the channel with which customers are most satisfied; in fact, they are more satisfied with the satellite walk-in reservation offices and satellite call centres. While the majority of the research studies in the context of tourism distribution channels have shown the importance and popularity of electronic distribution channels among customers, this paper cautions SANParks not to assume the distribution channel requirements of their customers and urges them to continually assess their distribution strategies and to become more customer-focused in their approach.

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

Cited by 43 publications

References 60 publications

An analytic decision making framework to evaluate multiple marketing channels

An analytic decision making framework to evaluate multiple marketing channels

Niche-Market Tour Operators and Mass-Market On–Line Travel Agencies: The Case-Study of U.S. Organized Tourism to Italy

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

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