Channel Strategy of Food Tourism Industry

Abstract

How goods are delivered to the final customer, the distribution channel, is often considered the gatekeeper to the market. By analysing distribution channels, this study presents an analytical framework for channel design and implementation. A systematic scheme is adopted to analyse the current distribution channels of three companies in the food souvenir industry of Hualien in Taiwan. This study reveals the strategies and alliances used to build the market channels of this food tourism industry. These companies have different developmental niches, including brand equity, specific advertising strategies, exclusive recipes and formula, and food museums. The successful firms use multiple channels, such as online shopping, retail shops, consignments in convenience stores, and home delivery. Although the companies have maintained their success in the existing market, they have also indicated that their channel-building strategies may not be successful elsewhere in the food souvenir industry.