Distribution in Emerging Tourism Markets: The Case of Indian Travel to New Zealand

Abstract

In the context of the continuing growth in outbound travel from Asia and the paucity of integrated distribution studies in international markets, this paper examines aspects of distribution in emerging tourism markets by a detailed analysis of distribution channels for Indian travel to New Zealand. The paper seeks to establish the structure and functioning of tourism distribution channels between New Zealand and India and to examine the factors that influence these by reference to market and destination characteristics. The research is based on in-depth interviews with providers and intermediaries in New Zealand and India. Channel structure in this market is currently characterized by multiple, multi-layered Indian intermediaries exhibiting little specialization, a heavy dependence on the bundling functions of a handful of New Zealand-based inbound tour operators and a comparative lack of direct sales by the New Zealand suppliers to Indian travellers. Much of this structure can be attributed to the immaturity of the Indian market.