Distribution Channels in International Markets: A Comparative Analysis of the Distribution of New Zealand Tourism in Australia, Great Britain and the USA

Abstract

This paper presents a systematic cross-national approach to examining the distribution of international tourism. The distribution channels for New Zealand tourism in Australia, Great Britain and the USA are compared in order to address the following questions: do the distribution channels vary from market to market; in what ways, why and with what implications? The research is primarily based on in-depth interviews with in-market intermediaries in the three countries. The comparative analysis identifies and elucidates such issues as the challenges of marketing long-haul destinations, distributing touring products rather than resort-based packages, the role of destination specialisation, variations in the attributes of channel members and the factors accounting for similarities and differences in channel structure. Given the structural differences identified, providers need to be aware of and make decisions regarding the most appropriate channels through which to distribute their particular products in given markets. The paper concludes by outlining future directions for research in this field and by offering a general framework for analysing the distribution of international tourism in other contexts.