To read the full version of this content please select one of the options below:

Catching the long tail: competitive advantage through distribution strategy

Jonathon Day (Department of Hospitality and Tourism Management, Purdue Tourism and Hospitality Research Center, Purdue University, West Lafayette, Indiana, USA)
Liz Ward (Australian Tourism Data Warehouse, Brisbane, Australia)
Suh‐hee Choi (Department of Hospitality and Tourism Management, Purdue Tourism and Hospitality Research Center, Purdue University, West Lafayette, Indiana, USA)
Chen (Zara) Zhao (Department of Hospitality and Tourism Management, Purdue Tourism and Hospitality Research Center, Purdue University, West Lafayette, Indiana, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 4 October 2011

Abstract

Purpose

The purpose of this paper is to examine the demand curve for information on tourism destinations and accommodation. The current study compares the demand curves for this information to trends described by Chris Anderson as the “long tail”.

Design/methodology/approach

The current study examines the demand for information about accommodation establishments and destinations in Australia through the Australian Tourism Data Warehouse (ATDW). The study examines the demand for information received through the ATDW in 2009 for 5,600 Australian destinations and over 33,200 accommodation listings. Demand for information was measured by page impressions (PIs). Over 10 million PIs were received for destinations and more than 17 million PIs were received for accommodation listings, all of which were examined.

Findings

The current research shows that both accommodation and destination demand curves display the extended demand curve typical of the long tail phenomenon. The analysis also shows that demand curves within the aggregate demand curve also follow “long tail” demand curves. The study contributes to understanding of the demand curve for tourism information for Australian product using the ATDW.

Originality/value

The paper provides analysis of tourism information demand in the context of the “long tail” phenomenon.

Keywords

Citation

Day, J., Ward, L., Choi, S. and Zhao, C.(Z). (2011), "Catching the long tail: competitive advantage through distribution strategy", Journal of Hospitality and Tourism Technology, Vol. 2 No. 3, pp. 204-215. https://doi.org/10.1108/17579881111173758

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited