A Comparison of Consumer Attitudes Toward Dynamic Pricing Strategies in the Theme Park Context
Keywords
brand loyalty; consumer trust; dynamic pricing; price; theme parks; value
Abstract
Dynamic pricing is the practice of changing the price for a product or service in different time periods, in different sale points, or for different market segments. The strategy is applied in many economic sectors, including the tourism and hospitality industry; however, consumer reactions to dynamic pricing in the theme park industry have not been examined. This study assessed consumers' trust, perceived value, and brand loyalty under different pricing strategies using six hypothetical pricing scenarios. The results indicated that theme park visitors had the best positive attitudes and loyalty when they pay less and know that they paid less. Theme park visitors' reaction toward paying price premiums does not change substantially when they know that they pay more for charitable causes or sustainable practices. Implications are discussed.
Publication Date
5-2023
Original Citation
Milman, A., Tasci, A. D. A., & Panse, G. (2023). A Comparison of Consumer Attitudes Toward Dynamic Pricing Strategies in the Theme Park Context. International Journal of Hospitality & Tourism Administration, 24(3), 335–357. https://doi.org/10.1080/15256480.2021.1988879
Document Type
Paper
Language
English
Source Title
International Journal of Hospitality and Tourism Administration
Volume
24
Issue
3
Copyright Status
Unknown
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Milman, Ady and Tasci, Asli D., "A Comparison of Consumer Attitudes Toward Dynamic Pricing Strategies in the Theme Park Context" (2023). Faculty Scholarship and Creative Works. 1194.
https://stars.library.ucf.edu/ucfscholar/1194