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.
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