Distribution channels for heritage and cultural tourism in New Zealand

This paper examines the structure, functioning and challenges of managing distribution channels for heritage and cultural tourism through a systematic analysis of the transcripts of in-depth interviews with the managers of heritage and cultural tourism attractions in Wellington and Rotorua, New Zealand. The analysis identifies a variety of different distribution channels that are used to reach international and domestic visitors and the group and independent segments within these markets. Factors accounting for differences in channel structure include: the breadth of product appeal, capacity issues and the level of commissionable products. To a certain extent, these factors appear to be to be a particular function of the nature of heritage and cultural tourism.