Beyond Tiers: A Network Approach to Tourism Distribution

Abstract

Tourism distribution research to date has essentially taken a tier-by-tier approach to questions of channel structure and channel relationships rather than a nodal network approach. This article provides a new perspective by extending existing notions of distribution channels through a more explicit articulation of tourism distribution in network terms. It is based on a review of the literature and is informed by the experience of undertaking a major 5-year project on tourism distribution in New Zealand. Concepts and examples of tourism distribution networks are outlined; limitations in existing distribution research reviewed; ways to take network analysis forward are suggested and illustrated with examples; and the management implications for firms and destination management organizations are outlined. Steps to operationalize a network approach to tourism distribution include identifying the focal actors, considering the form of network and the structural dimensions to be analyzed, developing typologies and exploring network relationships.