Abstract
Developments in information and communication technology have opened up new possibilities for local tour operators. However, many small tour operators are faced with problems regarding the marketing of their products and services, especially problems relating to the choice of distribution channels. This study therefore undertakes a survey of the place and role of tour operators in the tourism industry, before investigating the different distribution channels available to tour operators as well as the factors that influence a tour operator’s choice of distribution channels. This is done by means of a literature study and a brief investigative questionnaire submitted to a number of small tour operators. The study concludes that the different situations pertaining to different small tour operators make it impossible to determine a set of distribution channels applicable to every tour operator. However, it identifies a number of considerations that individual tour operators can take into account to support their choice of distribution channels, taking cognisance of their unique situations. These include factors like the target market selected, positioning and the establishment of a trade mark, quality of service, specialisation, the nature of the destination and the background of the tourists, control over the marketing process, information and communication, cost-efficiency, and pragmatic considerations.
Prof. C.J. Jooste