The 5C Model of Tourism Distribution: A Conceptual Framework

UNJI BAEK; 김민화; Seul Ki Lee

Journal of Tourism Sciences

Abbr : JTS
2017, 41(9), pp.151-161
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism

UNJI BAEK ¹, 김민화 ², Seul Ki Lee ³

¹세종대학교
²컨슈머인사이트
³세종대학교

ABSTRACT

Tourism distribution responds to various drivers such as technology and the environment. Development and dispersion of IT triggered a rapid change in tourism distribution along with a proliferation of innovative products, channels, and methods. This rapid change coupled with ever dimming lines between regions and industries has greatly increased the limitations of traditional data collection methods. We suggest the 5C model in order to forecast tourism trends as a solution. In the 5C (Consumer, Commodity, Channel, Charge, and Competitor) model, the Consumer is simultaneously the source of information, and the subject to be studied. Commodity is the object that is distributed. Channel becomes the intermediary as well as the catalyst between the commodity and the consumer. The charge encompasses the perceived value along with the associated price and payment. Finally, it is the Competitor who represents the diversity of suppliers and alternatives for consumers. This model overcomes limitations of conventional models due to the help of consumer surveys and it synthesizes and reinterprets the extant literature on tourism distribution. This proposed 5C model should provide new insight into consumer research on tourism distribution from an unbiased and value-neutral perspective. It should help to forecast future changes in the tourism market by allowing inference on the overall flow of tourism distribution.
KEYWORDS

Tourism distribution, Forecasting model, Consumer research, 5C Model
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