چه نوع از بازاریابی توزیع مخلوط می تواند درآمد را به حداکثر برساند؟ : دیدگاه آژانس های مسافرتی عمده فروش

This study attempts to identify the variety of marketing channel efficiencies for marketing activities and sets up an optimal marketing distribution mix when using different distribution channels for wholesaler travel agencies. This research examines 12 large-scale travel agencies in Taiwan and offers seven direct and indirect distribution channels in order to establish an optimal marketing distribution mix and identifies the different forms of distribution involved. We also implement the analytic hierarchy process (AHP) to prioritize the seven main marketing distribution channels of travel agency: websites, cable TV, radios, professional magazines, retailer travel agencies, strategic alliances, and newspapers. Five criteria are categorized as a distribution channel selection: overall cost of the channel, target audience respondent rate, impression rates, transactional capabilities, and gross profit of the channel. The results show that Taiwan's wholesaler travel agencies adopt the retailer travel agency as their highest priority of channel selection, while travel agency websites hold it as their second priority. Transactional capabilities, gross profit of the channel, and overall cost of the channel are the top three favorable choices among the five criteria considered. This study proposes an innovative hierarchy model of marketing distribution mix to a wholesaler travel agency practitioner when making decisions in order to effectively exploit the different distribution mix, to maximize performances and revenues, and to overcome the traditional experience based on the shortcomings of the selection.

With the appearance of the Internet as a new distribution channel in recent years, the intermediation function that travel agencies have assumed is constantly changing (Alvarez, Martin, & Casielles, 2007). In an increasingly competitive market place, tourism products require an effective distribution strategy in order for a firm to reach its target tourists and local markets (Smith, 2007). Developing an effective distribution system in such a market requires carefully assessing these different factors to evaluate the performance of individual channels and the distribution mix as a whole (Pearce & Taniguchi, 2008). For travel agency practitioners, marketing channels are much more diversified, have high risk, and show significantly different efficiencies. As such, the increasing number of distribution channels makes it difficult for travel agency practitioners to control their inventory as well as creates confusion for the different types of distribution channels' efficiencies, and hence successful organizations need to take advantage of all potential distribution channels in order to reach their target markets (Buhalis, 2000 and Gensler et al., 2007). Many wholesaler travel agencies today use different distribution channels for marketing activities as well as employ them as a profit resource. Wholesaler travel agency practitioners should study and analyze the primary sources of their business in order to understand how to sell to them, through whom, and at what cost. If wholesaler travel agencies know the effectiveness of their marketing distribution mix, then they can implement strategies to enhance market share and profits for the most effective distribution channels. Facing such conditions, wholesaler travel agency practitioners must find an optimal marketing distribution mix to reduce costs, target their marketing resources, and monitor the effectiveness of their distribution channels so as to develop incremental revenues.

This research makes an initial attempt to investigate the optimal marketing distribution channels’ portfolio for wholesaler travel agencies. If an optimal marketing channel mix has been built, then wholesaler travel agency practitioners can clearly monitor the performance of all their marketing distribution channels, and as a result this could help identify and resolve distribution problems. In short, the results of an evaluation performance system provide an effective basis for distribution channel management. This new portfolio of marketing distribution channels presents an opportunity for wholesaler or even retailer travel agencies to improve channel effectiveness. This study offers several implications for practitioners in the travel-related industry as noted below.  Travel agency practitioners must evaluate the effectiveness of distribution channel management on their revenue–management practices and determine how to benefit from it.  Most travel agency practitioners do not expect to use all marketing distribution channels, but they do expect to determine the priority of each marketing distribution channel.  Marketing distribution channels contribute directly to the competitiveness of travel agencies through cost reductions, product differentiation, and revenue–management relationship marketing activities and enhancement.  Travel agency practitioners should examine all marketing distribution channels and insure the use of them to their fullest extent.  Travel agency practitioners might differentiate their products sold through different channels.