Product Distribution Model for Developing Countries's Tour Operators: Experiences from Zimbabwe

Abstract

Tour operators in developing countries including those in Zimbabwe still use the "traditional” model for distributing their products to the market. The purpose of this study was to assess the extent to which the Zimbabwean tour operators were still using the "traditional” product distribution model. Quantitative method was used to gather data for the study. The results indicated that the majority of the tour operators had adopted one form or another for the distribution of their holiday products. It further revealed that overall the majority of the tour operators still relied on the "traditional” model to generate sales. It is recommended that the tour operators adopt the use of the bimodal distribution model in order for them to ensure long term viability.