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“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Chapter 1 “Introduction to Tourism Marketing”
Chapter 9 “Channels of Tourism Distribution”
Chapter 8 “Policies of Tourism Price”
Chapter 7 “Policies of Tourism Product”
Chapter 6 “Segmentation of Tourism Marketing”
Chapter 5 “Tourist Behavior Modes and Decision-Making Evaluation”
Chapter 4 “Impacted Factors of Tourist Behaviors”
Chapter 3 “Environment of Tourism Marketing”
Chapter 2 “Investigation of Tourism Marketing Survey”
Chapter 11 “Management of Tourism Marketing”
Chapter 10 “Policies of Tourism Marketing”
Chapter 2 “Investigation of Tourism Marketing Survey”
Chapter 9 “Channels of Tourism Distribution”
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives
Summary
Key concepts
Exercises
Chapter 9:
Channels of Tourism Distribution
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives
To master concept, function and mode
of tourist sailing channels
To learn to analyze tourist distribution
channels and their decision factors
To understand types, features, meanings
and check of tourist middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1: Outline of Tourism Sailing Channels
Section 2: Channels of Tourism Distribution
Section 3: Tourism Middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1: Outline of Tourism Sailing Channels
Concept of Tourism
Sailing Channels
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Tourism Intermediaries’ Economic Interest
Bargaining Times: 3+3=6 times
Tourist Enterprise Traveler
Tourist Enterprise
Tourist Enterprise Traveler
Traveler
Tourist Media
Tourist Enterprise Traveler
Tourist Enterprise
Tourist Enterprise Traveler
Traveler
Bargaining Times: 9 times
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Existence Necessity of
Tourism Intermediaries
To increase sailing effectiveness
To increase economic benefit
To get market information
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1: Outline of tourism sale-channels
Function of Tourism Sailing Channels
Concept of Tourism Sailing Channels
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Function of Tourism Sailing Channels
Other assisting activities
To supply convenient sailing internet
To issue information of tourist product
To consult and help buying
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1: Outline of Tourism Sailing Channels
Function of Tourism Sailing Channels
Types of Tourism Sailing Channels
Concept of Tourism Sailing Channels
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Types of Tourism Sailing Channels
Indirect Sailing ChannelsDirect Sailing Channels
Zero-level
Channel
Two-level
Channel
One-level
Channel
Multi-level
Channel
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Types of Tourism Sailing Channels
Tourist
Enterprise
Tourist NeedTourist
Middleman
Tourist Air Company
Tourist Lodging
Company
Tourist Company of
Cultural Resources
Tourist Eating
Company
Tourist Transportation
Company
Tourist Company of
Natural Resources
Tourist Recreation
Company
Tourist Leisure Resort
Other Tourist Company
Individual/Packa
ge Traveler
Individual/Packa
ge Traveler
Individual/Packa
ge Traveler
Individual/Packa
ge Traveler
0-level Channel
3-level Channel
2-level Channel
1-level Channel
shopkeeper
wholesalershopkeeper
shopkeeper agentwholesaler
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1: Outline of Tourism Sailing Channels
Function of Tourism Sailing Channels
Efficiency Evaluation of Sailing Channels
Types of Tourism Sailing Channels
Concept of Tourism Sailing Channels
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Indexes of Tourism Sailing Channels
Quality Index Quantity Index
Relationship quality between member
of promotion channels
index of sailing
degree of relationship and cooperation
between members
amount of sailing about own enterprise
and competitor
harmony degree amount of sailing and finishing rate
conflict size satisfaction rage of travelers
restriction ability for channels time period of promoting product
marketing ability of promotion channel index of fee
service ability for travelers fee of running/traveler
feedback ability for market information fee of management/traveler
ability of meeting emergency fee of media/traveler
enthusiasm for promoting product
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
更多实例……
实例Case
德国旅游业竞争激烈而有序
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
相关链接Correlative Link
重视宣传促销拓展销售渠道
更多链接……
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1: Outline of Tourism Sailing Channels
Section 2: Channels of Tourism Distribution
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Influencing Factors of
Tourism Distribution Channels Decision
Section 2: Channels of Tourism Distribution
Factor of Tourist Product
Factor of National Policy
Factor of Tourist Enterprise
Factor of Tourist Market
Factors of Tourist Cost
Factor of Tourist Controlling
Factors of Tourist Service
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Policies of Tourism Distribution Channels
Influencing Factors of Tourism
Distribution Channels Decision
Section 2: Channels of tourism distribution
Long Channels and Short channels
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Comparison of Long Channels and Short Channels
Term Short Channels Long Channels
Market
Relatively centralized for
origin marketdisperse for origin market
large amount of burying small amount of buying
Product
relatively high price low cost of price
new tourist lines regular lines
product for special service product with no special service
enterprises
powerful strength and high
quality of marketerweek ability of sailing
rich capital and enough
finance
lack of capital and not enough
finance
Increasing benefit could
equalize fee of sailing
Increasing revenue could not
equalize fee of sailing
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Policies of Tourism Distribution Channels
Influencing Factors of
Tourism Distribution Channels Decision
Section 2: Channels of tourism distribution
Long Channels and
Short Channels
Wide Channels and
Narrow channels
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Comparison of Long Channels and Short Channels
Items largest
amoun
t of
sailing
lowest
cost
best
reputa
tion
Power
ful
contro
l
highest
rate of
sailing
lowest
conflict
highest
degree of
cooperatio
n
densen
ess
distrib
ution
√
selectio
n
distrib
ution
unique
distrib
ution
√ √ √ √ √
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Policies of Tourism Distribution Channels
Policy Rules of Distribution Channels
Influencing Factors of Tourism
Distribution Channels Decision
Section 2: Channels of Tourism Distribution
Economic Interest Rule
Convenience Purchase Rule
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Policies of Tourism Distribution Channels
Conversion from Long,
Narrow Channels to Short, Wide channels
Policy Rules of Distribution Channels
Influencing Factors of
Tourism Distribution Channels Decision
Section 2: Channels of tourism distribution
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Short Sailing Channels, Wide Sailing Channels
supplier
general dealergeneral agent
traveler
shopkeeper
2-Level wholesaler
1-Level wholesaler
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Short Sailing Channel, Wide Sailing Channels
supplie
r
dealertravele
r
dealer travele
r
dealer
travele
rdealer
travele
r
dealer
travele
r
dealer
travele
r
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
更多实例……
实例Case
美国旅行社的现代经营管理模式
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
相关链接Correlative Link
航空旅游分销面临变革
更多链接……
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 1: Outline of Tourism Sailing Channels
Section 2: Channels of Tourism Distribution
Section 3: Tourism Middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 3: Tourism Middlemen
Types of Tourism Middlemen
Tourist agent
Hotel sailing representative
Special go-between
Tourist wholesaler
Regional tourist agency
Hotel Pool & Computer Reservation System
Air Reservation System
Internet
Supplier E-system of Traveler
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 3: Tourism Middlemen
Characteristics of Tourism Middlemen
Types of Tourism Middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 3: Tourism Middlemen
Characteristics of Tourism Middlemen
Significance of Tourism
Middlemen Management
Types of Tourism Middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 3: Tourism middlemen
Characteristics of Tourism Middlemen
Inspiration of Tourism Middlemen
Significance of Tourism
Middlemen Management
Types of Tourism Middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Inspiration of
Tourism Middlemen
Distribution
Planning
Cooperation
Partnership
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Commission Planning
To develop promotion activities
To support middleman by fund
to supply market information
To assist cooperation
management
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Section 3: Tourism Middlemen
Features of Tourism Middlemen
Inspiration of Tourism Middlemen
Management Significance
of Tourism Middlemen
Types of Tourism Middlemen
Check of Tourism Middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
更多实例……
实例Case
网上机票超市
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
相关链接Correlative Link
马里奥特酒店集团成功的网络营销
更多链接……
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives
Summary
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Outline of Tourism
Sailing Channels
Channels of Tourism Distribution
Tourism Middlemen
Summary
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives
Summary
Key concepts
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Key Concepts
Tourism Sailing Channels
Channels of Tourism Distribution
Tourism Middlemen
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Objectives
Summary
Key concepts
Exercises
“Tourism Marketing Management”, Chapter 9 “Channels of Tourism Distribution”
Department of Tourism, Fudan University, Shanghai, China, Spring Semester, 2009
Discussions
1、您认为科技会给接待业和旅游业的分销渠道带来哪些变化？2、阐明国际旅游使接待业和旅游业的分销渠道发生了哪些变化？3、生产有形产品的企业与生产服务和旅游产品的企业的营销渠道
有什么主要的不同？4、一个企业是否应该拥有过多的营销渠道成员？请说明原因。5、阐述旅游经营商与旅行代理商的区别。6、为什么特许经营成为零售业快速发展的一种形式？7、据世界特许经营联合会统计，30-50%的特许经营申请人都
曾在大企业工作，后来因企业减员而失业。您认为这些企业中层行政人员将如何适应作为特许经营商的生活？以前的工作经验对他们有何益处和害处？
8、找一个允许顾客直接在网上预订的接待业或旅游公司，您认为什么人会在网上预订？网站的设计有效吗？请说明原因。