Distribution involves the dissemination of information, the means of booking and
purchase, and product bundling or packaging. In an increasingly competitive market
place, special events, like other tourism products, require an effective
distribution strategy to reach their target tourist and local markets. This article
systematically integrates data from interviews with events organizers and a survey
of attendees at four events in Wellington, one of New Zealand's main event tourism
destinations. The complexity of event distribution channels is influenced by the
event's target market, capacity, partnership relationships, and other factors. Free
events have simple distribution channels focused on disseminating information;
channels for ticketed events are more complex. There is limited bundling of event
tourism packages and a number of barriers exist to their further development in this destination.
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