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Tourism distribution in small island destinations: the case of Fernando de Noronha, Brazil

Amalina Andrade ( School of Management , Victoria University of Wellington , Wellington, New Zealand )
Karen A. Smith ( School of Management , Victoria University of Wellington , Wellington, New Zealand )

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 18 May 2020

Issue publication date: 18 May 2020

309

Abstract

Purpose

This paper investigates tourism distribution channels in a small island destination with capacity constraints and contributes to understanding distribution in an emerging economy. Using the case of Fernando de Noronha in Brazil, the structures and factors underlying channel choice behaviour of tourism suppliers and intermediaries were investigated.

Design/methodology/approach

41 in-depth interviews were conducted with the private sector (tourism suppliers based on Fernando de Noronha and intermediaries, based on the island as well as mainland Brazil) as well as governmental organisations. A stratified purposeful sample was taken to select suppliers and data were examined based on thematic analysis.

Findings

Both direct and indirect distribution channels are used, with limited airline tickets influencing the suppliers' choice of channels in this small island and capacity-constrained destination. Many suppliers focused on relationships with destination-based ground operators. These local intermediaries are important and extremely relevant to small island destinations building an effective business network to connect the destination to geographically distant markets and intermediaries.

Research limitations/implications

Limitations include the absence of air and cruise operators as interviewees.

Originality/value

The paper provides a comprehensive representation of the structures and analysis of tourism distribution channels in fragile small island destinations, specifically, in an emerging country context. This includes emphasising previously unexplored indirect channels of cruise ship operators and supplier's associations.

Keywords

Acknowledgements

This work received financial support from New Zealand’s Ministry of Foreign Affairs and Trade (MFAT) under the New Zealand Development Scholarship Programme.

Citation

Andrade, A. and Smith, K.A. (2020), "Tourism distribution in small island destinations: the case of Fernando de Noronha, Brazil", Journal of Hospitality and Tourism Insights, Vol. 3 No. 2, pp. 171-189. https://doi.org/10.1108/JHTI-04-2019-0060

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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