Catching the long tail: competitive advantage through distribution strategy
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