Reframing tourism distribution: Activity Theory and Actor-Network Theory

Tourism distribution has commonly been understood within a managerial framework, appearing as a static, linear and isolated process, happening in distribution channels. Through ontological, epistemological and methodological argumentation, this paper reveals that such an approach represents one specific enactment of tourism distribution that, on its own, does not sufficiently reflect the complex processes involved. A conceptual basis and framework for a new approach to analysis of tourism distribution is presented. This approach applies existing knowledge on tourism distribution to a framework founded in understandings from Activity Theory and Actor-Network Theory. In this framework, tourism distribution is considered as a process of mediation, happening in networks of relations, between complex activity systems. The approach sets up a specific frame for analysis of tourism distribution, but also encourages researchers to take an open approach where mess and multiplicity is embraced.