<p>This
research investigates distribution channels as a critical business mechanism
for community-based tourism (CBT) by connecting CBT projects with the
market. Specifically, it examines the
distribution channels structure of a culture & heritage focused CBT project
in Cambodia, explores the key influencing factors behind the observed structure,
and develops recommendations for improved economic sustainability. The paper is informed by 21 interviews which
were conducted with respondents from Banteay Chhmar CBT, key private sector
businesses, NGOs, local and central government, and CBT experts. The examination of the distribution channel
structure reveals considerable channel diversity which sees both direct and a
variety of indirect channels included in the distribution mix. Due to the community-guided nature of the CBT
project, intermediaries had a very strong presence in the distribution
structure and maintained both direct and multi-layered indirect channels with
consumers. Five factors were identified
to underlie the observed distribution structure: commissionable product,
product characteristics and market access, information and communication
technology, partnership issues, and community capacity. Based on these findings a range of recommendations
are proposed that seek to improve the distribution channels related economic
sustainability of the CBT project.</p>