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

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.