Paths to the market: analysing tourism distribution channels for community-based tourism

Abstract

This research investigates distribution channels as a critical business mechanism for community-based tourism (CBT) by connecting CBT enterprises to the market. Specifically, the paper is guided by the research question of how the paths to the market can be improved for a culture and heritage-focused CBT enterprise in Cambodia. In addressing this question, the paper explores both the distribution channels structure and the key influencing factors behind the observed structure. The paper is informed by 21 interviews which were conducted with respondents from Banteay Chhmar CBT, key intermediaries, non-governmental organisations, local and central government, and CBT experts. The examination of the distribution channel structure reveals considerable channel diversity, which sees both direct and a variety of indirect channels included in the distribution mix. Due to the community-guided nature of the CBT project, intermediaries had a very strong presence in the distribution structure and maintained both direct and multi-layered indirect channels with consumers. Five factors were identified to underlie the observed distribution structure: commissionable product, product characteristics and market access, information and communication technology, partnership issues, and community capacity. Based on these findings, a range of recommendations are proposed that seek to improve the distribution-channels-related economic sustainability of the CBT project.