Analyzing channel choice: Direct and indirect e-Tourism distribution

Múgica, J.M. ; Berné, C. (Universidad de Zaragoza)

Resumen: An increasing number of tourism service providers are involved in multichannel operations, combining online direct and indirect channels. Service providers and intermediaries need to know what drivers lead consumers to purchase on both channels in order to discover their own potential for differentiation and develop appropriate strategies. This research presents and tests a distribution channel choice model applied to data obtained by a survey aimed at online tourism purchasers. Not surprisingly, the results find that the Internet mitigates the differences between direct and indirect online channels from the demand perspective. Only one variable, information provided, has a positive effect on the choice of the direct channel, while two variables, assortment and basket size, have a positive effect on the choice of the indirect channel.

Idioma: Inglés

DOI: 10.1080/09593969.2019.1664617

Año: 2019

Publicado en: The International Review of Retail, Distribution and Consumer Research 29, 5 (2019), 537-548
ISSN: 0959-3969

Factor impacto SCIMAGO: 0.313 - Business and International Management (Q2) - Marketing (Q3) - Economics and Econometrics (Q3)

Financiación: info:eu-repo/grantAgreement/ES/MINECO/ECO2015-65393-R
Financiación: info:eu-repo/grantAgreement/ES/UZ/UZ2018-SOC-04

Tipo y forma: Artículo (PostPrint)

Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)