This article presents a distribution channels approach to preparing a national market report and illustrates its application and implications with reference to New Zealand holiday travel to Samoa. The approach involves a systematic examination of the structure of the distribution channels that link markets and destinations, as well as an analysis of the attitudes and needs of different channel members (tourists, suppliers, and intermediaries) and the interrelationships between them. The results from the Samoa study highlight differences between tourists, carriers, wholesalers, and travel agents; testify to the inherent interdependency in distribution channels; and call for a more integrated approach to marketing holiday travel to this South Pacific destination.
Get full access to this article
View all access options for this article.
References
1.
Ali-Knight, J., and S. Wild (1999). “British Airways’ Inbound Leisure Market to Manchester, England: Is Direct Marketing the Answer?”Journal of Vacation Marketing, 6 (1):9-20.
2.
Bitner, M. J., and B. H. Booms (1982). “Trends in Travel and Tourism Marketing: The Changing Structure of Distribution Channels.”Journal of Travel Research, 20 (4):39-44.
3.
Britton, S. J. (1991). “Tourism, Capital and Place: Towards a Critical Geography of Tourism.”Environment and Planning D, Society and Space, 9 (4):451-478.
4.
Buckley, P. J. (1987). “Tourism: An Economic Transactions Analysis.”Tourism Management, 8 (3):190-194.
5.
Buhalis, D. (2000). “Relationships in the Distribution Channel of Tourism: Conflicts between Hoteliers and Tour Operators in the Mediterranean Region.”International Journal of Hospitality & Tourism Administration, 1 (1):113-139.
6.
Crotts, J. C., A. Aziz, and A. Raschid (1998). “Antecedents of Supplier’s Commitment to Wholesale Buyers in the International Travel Trade.”Tourism Management, 19 (2):127-134.
7.
García-Falcón, J. M., and D. Medina-Muñoz (1999). “The Relationship between Hotel Companies and Travel Agencies: An Empirical Assessment of the United States Market.”The Service Industries Journal, 19 (4):102-122.
8.
Gartner, W. C., and T. Bachri (1994). “Tour Operators’ Role in the Tourism Distribution System: An Indonesian Case Study.”Journal of International Consumer Marketing, 6 (3-4):161-179.
9.
Gee, G. Y., J. C. Makens, and D. J. L. Choy (1989). The Travel Industry. New York: Van Nostrand Reinhold.
10.
Ioannides, D. (1998). “Tour Operators: The Gatekeepers of Tourism.” In The Economic Geography of the Tourist Industry: A Supply-Side Analysis, edited by D. Ioannides and K. G. Debbage. London: Routledge Kegan Paul, pp. 139-158.
11.
Jenkins, C. L. (1980). “Tourism Policies in Developing Countries: A Critique.”Tourism Management, 1 (1):22-29.
12.
Klenosky, D. B., and R. E. Gitelson (1998). “Travel Agents’ Destination Recommendations.”Annals of Tourism Research, 25 (3):661-674.
13.
Knowles, T., and P. Grabowski (1999). “Strategic Marketing in the Tour Operator Sector.” In The International Marketing of Travel and Tourism: A Strategic Approach, edited by F. Vellas and L. Bécherel. New York: St. Martin’s.
14.
Lumsdon, L. M., and J. W. Swift (1999). “The Role of the Tour Operator in South America: Argentina, Chile, Paraguay and Uruguay.”International Journal of Tourism Research, 1:429-439.
15.
March, R. (1996). “Organizational Linkages in Australia’s Japanese Inbound Travel Market.” In Tourism and Hospitality Research: Australian and International Perspectives, edited by G. Prosser. Canberra, Australia: Bureau of Travel Research, pp. 337-349.
16.
March, R. (1997). “An Exploratory Study of Buyer-Supplier Relationships in International Tourism: The Case of Japanese Wholesalers and Australian Suppliers.”Journal of Travel & Tourism Marketing, 6 (1):55-68.
17.
March, R. (2000). “Buyer Decision-Making Behavior in International Tourism Channels.”International Journal of Hospitality & Tourism Administration, 1 (1):11-25.
18.
Mill, R. C., and A. M. Morrison (1985). The Tourism System: An Introductory Text. Englewood Cliffs, NJ: Prentice Hall.
19.
Morrell, P. S. (1998). “Airline Sales and Distribution Channels: The Impact of New Technology.”Tourism Economics, 4 (1):5-19.
20.
Oppermann, M. (1998). “Service Attributes of Travel Agencies: A Comparative Perspective of Users and Providers.”Journal of Vacation Marketing, 4 (3):265-281.
21.
Pearce, D. G. (2000). “Tourism Plan Reviews: Methodological Considerations and Issues from Samoa.”Tourism Management, 21 (2):191-200.
22.
Pearce, D. G., and C. Palmer (2000). Report on the Holiday Market for Tourism in Samoa. Wellington, New Zealand: Tourism Resource Consultants.
23.
Rachman, Z. M., and H. Richins (1997). “The Status of New Zealand Tour Operator Web Sites.”Journal of Tourism Studies, 8 (2):62-77.
24.
Radburn, M., and B. Goodall (1990). “Marketing through Travel Agencies.” In Marketing Tourism Places, edited by G. Ashworth and B. Goodall. London: Routledge Kegan Paul, pp. 237-255.
25.
Sheldon, P. J. (1985). “Tour Wholesaling.” In Tourism Marketing and Management Handbook, edited by S. F. Witt and L. Moutinho. Hemel Hempstead, UK: Prentice Hall, pp. 469-472.
26.
Tourism New Zealand (2000a). Germany: International Market Guide. Wellington: Tourism New Zealand.
27.
Tourism New Zealand (2000b). Japan: International Market Guide. Wellington: Tourism New Zealand.
28.
Trowbridge, R. (1998). “The Secrets of Creating and Selling a Destination.” Paper presented to the Samoa Tourism Convention, January, Sinalei Reef Resort.
29.
Wahab, S., L. J. Crampon, and L. M. Rothfield (1976). Tourism Marketing. London: Tourism International Press.
