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Collaborative Destination Marketing: Visitors’ Perceptions and Profitability of the Pay-What-You-Want (PWYW) Pricing Method

Stangl, B, Prayag, G and Polster, L (2016) Collaborative Destination Marketing: Visitors’ Perceptions and Profitability of the Pay-What-You-Want (PWYW) Pricing Method In: ANZMAC 2016: Marketing in a Post-Disciplinary Era, 2016-12-05 - 2016-12-07, Christchurch, New Zealand.

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Abstract

PWYW as a pricing mechanism has gained some momentum in the marketing literature with very few applications in tourism. This study examines visitors’ perceptions of PWYW based on self-assembled tourism packages for a destination and compares the profitability of using such an approach with that of a traditional pricing method. From a sample of 714 visitors to Längenfeld, Austria, the results indicated that visitors primarily assembled four packages out of 20 options offered. These packages had different minimum, maximum and fair prices that these visitors were willing to pay. Visitors who chose a ‘Healthy Lifestyle Package’ was willing to pay higher prices, for both minimum and maximum prices, compared to the other three packages. PWYW leads to higher profitability for suppliers compared to traditional list prices. Implications for collaborative destination marketing are offered.

Item Type: Conference or Workshop Item (Conference Paper)
Subjects : Marketing
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Stangl, BUNSPECIFIEDUNSPECIFIED
Prayag, GUNSPECIFIEDUNSPECIFIED
Polster, LUNSPECIFIEDUNSPECIFIED
Date : December 2016
Copyright Disclaimer : The content and any opinions expressed represent the views of the authors only. Apart from fair dealing for the purpose of private study, research, criticism or review as permitted under the Copyright Act, no part may be reproduced without prior written permission from the Publisher.
Depositing User : Symplectic Elements
Date Deposited : 10 Oct 2016 13:05
Last Modified : 31 Oct 2017 18:46
URI: http://epubs.surrey.ac.uk/id/eprint/812355

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