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Module 12

This module discusses tourism distribution channels. It introduces travel intermediaries that connect suppliers of tourism services and products with consumers. There are three main types of distribution channels: 1) direct from supplier to consumer, 2) from supplier to travel agent to consumer, and 3) from supplier to tour operator to consumer. Common intermediaries include travel agents, tour operators, and specialty intermediaries. The distribution channel is an important part of the tourism marketing mix.

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Jane Ednalaga Gorospe
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99 views14 pages

Module 12

This module discusses tourism distribution channels. It introduces travel intermediaries that connect suppliers of tourism services and products with consumers. There are three main types of distribution channels: 1) direct from supplier to consumer, 2) from supplier to travel agent to consumer, and 3) from supplier to tour operator to consumer. Common intermediaries include travel agents, tour operators, and specialty intermediaries. The distribution channel is an important part of the tourism marketing mix.

Uploaded by

Jane Ednalaga Gorospe
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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MODULE 12

TOURIS MDI S TR I BUTI ON


CH AN N EL
M odule 12

Micro Perspective
INTRODUCTI ON
This module entitled Tourism Distribution Channel
is about network of intermediaries that
facilitates the sales and delivery of products and
services specifically related to tourism from
suppliers to consumers. A distribution channel is a
chain of businesses or intermediaries through
which a good or service passes until it reaches
the end consumer. It can include wholesalers,
retailers, distributors and even the internet itself.
Tourism Distribution Channel

produces the link between the suppliers


of the travel services and the
consumer. It is a system of distribution
that makes the product available.
Travel Intermediaries

is a business that operates as the


intermediary between the travel
industry (supplier) and the traveler
(purchaser).
Travel agent

TYPES OF 1.arranges travel services from suppliers


TRAVEL such as airlines, bus companies,

INTERMEDIARIES
railroads, cruise ship companies, car
rental agencies, hotels, and sightseeing
operators. In general, there are two
types of travel agents- the wholesale and
retail
Tour Operates

TYPES OF
TRAVEL 1.1.- deliver the services specified in an

INTERMEDIARIES advertised tour packaged.


Specialty Intermediaries

TYPES OF 1nclude incentive travel firms, meeting


TRAVEL and convention planner, hotel
representatives, interline
INTERMEDIARIES representatives, association executives,
corporate travel firms, travel consultants,
motor coach brokers and the like.
Distribution Channels

is a chain of
businesses or intermediaries

through which a good or service


passes until it reaches the end
consumer. It can include
wholesalers, retailers, distributors
and even the internet itself.
1.
THREE
DI S TRI BU TI ON
CHA N N EL S Product supplier-consumer channel- this is a direct
1 distribution without going through intermediaries.

2 Product supplier-travel agent-consumer channel- It is


through an intermediary in the form of a travel agent
who provides products and services to the consumer.

Product supplier-tour operator-consumer channel-


3
making an arrangements with the suppliers such
as block booking on airlines.
1. Consensus Channels- no part of the channel
exercises control over the sytem.

TYPES OF
DISTRIBUTION
CHANNELS
2. Vertically-integrated Channels- the function of
production and retail distribution are owned and
/or controlled by a single company.

TYPES OF
DISTRIBUTION
CHANNELS
3. Vertically-coordinated Channels- the tour
operator ’ s control over the channel comes from
contractual or financial commitments with retail
agents.

TYPES OF
DISTRIBUTION
CHANNELS
Relation of Distribution to Marketing

The distribution system is part of the marketing mix. Once marketing objectives and the
appropriate targets have been established, an appropriate mix is determined.

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