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 versionModern 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