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Introduction
A tourism distribution channel is a system of intermediaries, or middlemen, that facilitates the sale and delivery of tourism services from suppliers to consumers ([14] Buhalis and Laws, 2001). Tourism distribution channels have attracted a tremendous amount of attention in the last decade owing to the important role they play in the tourism industry ([80] Pearce and Schott, 2005). Specifically, distribution channels can serve as part of the marketing mix that makes the products available to consumers, as the link between the suppliers of tourism products and their end consumers, as well as the bridge between supply and demand ([42] Gartner and Bachri, 1994). The structure of the tourism industry distribution system not only affects the choices available to the consumer, but also the business models and marketing strategies adopted by the various channel participants ([81] Pearce et al. , 2004). The impact of information technology since the advent of the world wide web has significantly changed and even transformed the structure of tourism distribution ([14] Buhalis and Laws, 2001; [105] Wang and Qualls, 2007). This evolution and transformation of tourism distribution channels, particularly facilitated by information and communication technology, resulted in greater choice for the consumer, increased competition for distribution participants, and a more complex industry structure ([16] Buhalis and O'Connor, 2005; [51] Granados et al. , 2008; [65] Longhi, 2008; [78] O'Connor and Frew, 2002).
Information and communication technology advances have introduced complexity to the tourism distribution system with various permutations: adding additional layers of intermediation, disintermediating certain players by bypassing the traditional intermediaries owing to the possible direct communication between suppliers and consumers provided by technology, and the emergence of reintermediation processes whereby existing players, by adapting to the changing market environment and embracing new technology, provide value-added intermediation services ([13] Buhalis and Law, 2008). While this technology-induced structural change offers more choices to consumers, it also fosters an environment of fiercer competition for channel participants ([81] Pearce et al. , 2004).
This paper provides insights into the change of the structure of tourism distribution that has not been extensively explored. Indeed, the complexity of the tourism distribution structure has been diagrammatically depicted multiple times ([1] Alamdari, 2002; [5] Anckar and Walden, 2000; [10] Bowden, 2007; [15] Buhalis and Licata, 2002;...