Tourism Distribution Channels: The Visitors’ Perspective

Abstract

This article extends research on tourism distribution channels, a topic dominated by studies of providers and intermediaries, by addressing the use of multiple channels from the visitors’ perspective. The article reports the results of intercept surveys of international and domestic independent visitors, and their use of a range of distribution channels to make travel, accommodation, and attractions arrangements at two New Zealand destinations: Rotorua and Wellington. Emphasis is given in turn to the different functions of distribution—information search, booking, and payment—and to the factors that influence the channels selected for each of these functions. Similarities and differences are found among the three sectors and between the destinations and segments analyzed.