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Use of Tourism Distribution Channels and Marketing Segmentation Strategies

Author

Listed:
  • Vicky Katsoni

    (Dept. of Hospitality and Tourism Management, School of Business and Economics, TEI of Athens, Greece)

  • Maria Venetsanopoulou

    (Dept. Of Public Administration, Panteion University of Political and Social Sciences, Athens, GREECE)

Abstract

Tourism destination organizations and individual businesses often find themselves making decisions concerning the development and distribution of their products, without having a full understanding of how the channel operators perceive and react to these strategic actions. If the proper distribution channels are developed, they can go a long way towards determining the patterns of destination use, penetrating target markets, and creating economic impact, as it is important to have an awareness of, and access to, effective distribution intermediaries. The specific objectives of this study were to compare the importance that international and domestic tourists attribute to various forms of information, both at tourism destinations and in the pre-trip context, and to carry out an analysis of their information sourcing behaviour, based on internal and external information sources, including the use of the Internet.

Suggested Citation

  • Vicky Katsoni & Maria Venetsanopoulou, 2012. "Use of Tourism Distribution Channels and Marketing Segmentation Strategies," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
    • Handle: RePEc:bbn:journl:2012_4_1_katsoni
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    File URL: http://tbs.ubbcluj.ro/RePEc/bbn/journl/Negotia_4_2012.pdf
    File Function: Revised version, 2012
    Download Restriction: no
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    More about this item

    Keywords

    ICTs; tourism distribution channels; tourism policies;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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