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.

Keywords

tourism brand awareness brand image channels of distribution

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