Selling adventure tourism: A distribution channels perspective

AbstractThis paper examines the distribution channels structure as well as the underlying factors influencing the most prominent channel choices within the adventure tourism industry. It is based on in‐depth interviews with adventure tourism operators in Queenstown, New Zealand. The findings suggest that the distribution structure is similar to other attraction sectors and that business size has some bearing on the ‘length’ of the distribution chains. However, regardless of business size, the sector places a clear priority on ‘at destination’ distribution, and the factors underlying this choice were found to be varied and reflective of both sector‐specific demand and supply characteristics. Copyright © 2007 John Wiley & Sons, Ltd.