The role of tourism distribution channels

							The role of tourism distribution
           channels
       a consumer behaviour perspective
        Value to the end customer
                     -
Choosing a holiday is an extended problem
 solving process (Engel et al 1995)
•   Problem recognition
•   Information search
•   Evaluation of alternatives
•   Choice and purchase
•   Experience post-purchase

Today, the average customer takes 26 days to research and choose a
  holiday
Using a tour operator simplifies
and routinises the decision
( See Hudson et al in Buhalis & Laws 2002 for research into the process)
         Information search
• Where do the target customers look?
• What brands are in their

               Awareness Set?

             Consideration Set?


                Choice Set?         Kotler
     Evaluation of alternatives
Fishbein’s (1967) model
• attributes
  – what am I looking for in a holiday?
• importance ranking
  – which are the most important?
• Beliefs
  – does this brand/resort have what I’m looking for?
• Confidence
  – can I be sure?
      Influences on this choice
• Personal
• Social
• Cultural
Tour operators package the product in the form
their customer values (Bucklin)
-price, quality, convenience

-Modern version
      Purchase and Post Purchase
• Using the TO/TA channel offers
  –   convenience
  –   comparison
  –   advice and expertise
  –   reassurance            (Welburn 1987)
• Using a well-known brand offers
  – consistency and reliability
  – personality and image
  If Thomsons don’t do it, don’t do it
                   Summary
• Tour operators are intermediaries
• They add value to tourism products
   – by providing an efficient marketing channel
   – by packaging them in the form the customer
      requires
   – by promising the reassurance of a well-known
      brand
• This is done through a network of relationships
• It takes place within, and has an effect on, the
  overall social and environmental systems of the
  originating and host areas