CHANNEL DESIGN FOR EFFECTIVE TOURISM DISTRIBUTION STRATEGIES

This article forms part of the “Innovation in New Zealand tourism through improved distribution channels” project funded by the Foundation for Research, Science and Technology.

Abstract

The issue of channel design has been virtually ignored in the tourism distribution literature. This article seeks to contribute to filling this gap by developing a practical step‐by‐step process to preparing an effective tourism distribution strategy. It is based on a review of the channel design literature and consideration of the strategic implications of a body of applied sector‐specific research on tourism distribution in New Zealand. The way in which this process was developed is outlined before the seven‐step channel design process itself is presented. Conclusions are then drawn and suggestions for future research are offered.

Keywords:

• Channel design
• customers
• distribution
• monitoring
• strategy
• suppliers

Notes

This article forms part of the “Innovation in New Zealand tourism through improved distribution channels” project funded by the Foundation for Research, Science and Technology.