Cuneyt MENGU
CEO of Mercan Tourism&Lecturer in Istanbul University, Istanbul / Turkey
DOI: https://doi.org/10.31410/eraz.2018.644
4th International Conference – ERAZ 2018 – KNOWLEDGE BASED SUSTAINABLE ECONOMIC DEVELOPMENT, Sofia- Bulgaria, June 7, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia; Faculty of Business Studies, Mediterranean University – Podgorica, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia, ISBN 978-86-80194-12-7
Abstract
Distribution is an important element of the marketing mix and is the entire chain of activity that is required to get the product from where it was produced to where it is consumed. In general, a product or service cannot be reached directly to the customer, so there is a need for intermediaries or a distribution channel. Since industrial products are related to physical aspects and they are tangible, unlike the specifıcations of the tourism products which are intangible, so distribution process works in reverse. In recent years, developments in the Information and Communication Technologies (ICT) have revolutionized distribution channels. Consequently, the economic borders of the countries have abolished, resulting in sweeping changes in the management and marketing strategies of the tourism industry. From the production of tourist products and services to the marketing and destination management, and from the supply chain to marketing strategies, leaded to the emergence of new technical and operational structures in the modern (contemporary) system as well as neo-classical systems instead of traditional (classic) systems which have been essential for many years in distribution channels. Based on a comprehensive literature review, this study aims at the modern (contemporary) approach the roles of suppliers and travel organizations, their approach to the distribution channels and how they are influenced in the context of new business models.
Key words
Distribution systems, new business models, information and communication technologies, intermediaries, integration
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