Journal of Tourism & Hospitality
Open Access

Elements-of-the-Tourism-Industry-Open-Access-Articles

The activity landscape is comprised mostly of small providers, with more than three out of five reporting under $1 million in revenue (see Figure 16). One third of providers report gross sales of less than $250 thousand. Notably, because many respondents were providers that were working with travel distribution intermediaries, the survey sample is likely skewed toward larger companies. The Long Tail of small activity providers may be even longer than these revenue numbers indicate.When providers do embrace online distribution, the most commonly used online channel is the provider’s own website; 58% report provider direct website sales. Forty-five percent of providers use destination marketing organizations, while roughly four out of 10 use traditional agents, tour operators, and online travel agencies. Multi-attraction passes attract 17% of providers, and museums/attractions are most likely to distribute through that sales channel.