Ski Channel Users: A Discriminating Perspective

Abstract

Abstract While the importance of managing the structure and behavior of distribution channels has been clearly identified in general marketing literature, it has received relatively limited research attention in the context of tourism businesses. This situation is typified in the ski industry where knowledge of the range of channel options and the potential influence of using varying distribution channels on the effectiveness of destination marketing programs is limited. This paper describes the structure of British Columbia's existing ski area distribution channels, and outlines key market features which discriminate direct and indirect channel users from each other. It then details the distinctive characteristics of an indirect channel group-club channelers-in order to illustrate some of the management implications associated with understanding the behavioral characteristics of specific channel users. The paper is written as a contribution to the emerging academic tourism literature on channels of distribution, as well as in response to a ski area industry need for better marketing channel information.