The chain of distribution is the group of businesses/organisations that will either transport, store or provide products/services to tourism customers/consumers. There are 4 elements to the chain of distribution which are; principles, wholesalers, retailers and consumers. The principles are accommodation providers, attractions and transport. The wholesalers are the tour operators which sell to either mass or specialist consumers. The retailers are the likes of the travel agents, such as Hays Travel, which can operate online, in the high street or through call centres. The consumers can either be for business purposes, leisure purposes, to visit friends/relatives or for other reasons. However, not all the stages are necessary, it is simply a guide rather than being compulsory for businesses/organisations to follow. Each business/organisation is different and they don’t always follow all the steps within the chain of distribution. (Tourism Teacher, 2023).
For example, one of the steps not always needed would be the retailers and wholesalers. This is because it is now possible to book online and book all elements separately. Using online bookings rather than what wholesalers and retailers can have to offer has many advantages. One would be that customers can make comparisons by searching for the same product/service and selecting the cheapest and most convenient option for them, in comparison to a travel agent who would only have 1 offer at 1 price. More advantages include better personalisations, 24/7, the ability to book whenever (not following the opening times of travel agents), customers can add special offers and discount codes, it is easy to make cancellations and confirmations get sent straight to customers emails. Booking online involves a lot of personal responsibility, however it grants customers with much more flexibility. (Family Travel Genie, 2024)
References:
Family Travel Genie (2024). Is booking a holiday online cheaper than using a travel agent? Available at: https://familytravelgenie.com/is-booking-a-holiday-online-cheaper-than-using-a-travel-agent/ (Accessed 8 November 2024).
Tourism Teacher (2023). The chain of distribution. Available at: https://tourismteacher.com/the-chain-of-distribution/ (Accessed 8 November 2024).