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156 distribution channel
interact with the leading authorities in the industry
at a fraction of the cost of traditional methods.
Further reading
Clark, R.E. �1983) `Reconsidering research on
learning from media', Review of Educational
Resources 53�4): 445±59.
Iverson, K. �1996) `Exploring student interest in
hospitality distance education', Hospitality Research
Journal 20�2): 31±43.
Kaufman, D. �1989) `Third generation course
design in distance education', in R. Sweet �ed.),
Post-Secondary Distance Education in Canada:Policies,
Practices, and Priorities, Athabasca: Athabasca
University/Canadian Society for Studies in
Education.
Pelton, J. �1990) `Technology and education: friend
or foe?', in M. Croft et al., Distance Education:
Development and Access, Caracas: International
Council for Distance Education/Universidad
Nacional Abierta.
distribution channel
K.S. �KAYE) CHON, USA
The concept of distribution channels is not limited
to the distribution of physical goods. Although the
principles are the same, the channel distribution for
tourism differs significantly from those used for
manufactured goods. This difference stems from
the nature of tourism services and their production
system and consumption patterns. Tourism
services require simultaneous production and
consumption, meaning the product is not normally
`moved' to the consumer. Further, the
product is often sold in conjunction with another
one, such as airline tickets. Because of the
perishability of most of the tourism products, many
traditional channels may not work. While eliminating
some of the functions and problems of
transportation and warehousing, a distribution
channel in tourism should consider such reasons in
reaching and catering to the market.
A tourism distribution channel may be defined
as a total system of linkages between actual and
potential tourists and the suppliers. The structure
of the distribution system may be either direct
�from the producer to the seller) or indirect �the sale
to the consumer through an intermediary). As the
definition implies, the challenge is how to get the
customer to the consumption site �the retailer),
that is, to make it convenient and accessible. This
unique feature raises the need for a different kind
of distribution system in tourism.
Suppliers of tourism services and destinations
may use several different methods to distribute
their goods and services. These include their
own channels �partially or wholly owned), selling
through management and marketing contracts,
franchising, hiring sales representatives
and using various intermediaries. The intermediaries
in a tourism channel of distribution
consist of three main categories: tour packagers,
retail travel agents and speciality channels.
Included in the latter are incentive travel firms,
meeting planners and convention planners,
hotel representatives, association executive marketing
organisations, corporate travel offices and
others.
New developments in direct access to global
distribution systems make tourism arrangements
instant and more accessible. For example, agents
can make the flight arrangements, get a rental car,
book a hotel room and buy a ticket to a show
without ever using the telephone. In addition, there
is enough evidence to suggest that direct selling,
away from the location of production and
consumption, is on the increase since consumers
have more access to the world information system
of the Internet and other available information
databases.
There are three main channel strategies used by
marketing professionals and destination promoters
to stimulate demand: the pull strategy, the push
strategy and joint promotional efforts or cross
marketing. In the pull strategy, the goal is to entice
the consumer to buy the product. Certain inducements
are offered to make the potential tourist
more interested or seek the appropriate distribution
channel for the product in question. For example,
this includes frequent flyer programmes or incentives
for repeat visitors to a given resort. The push
strategy, on the other hand, acts in the opposite
way. The goal is to get the intermediary to sell the
product to the consumer. For example, tour