University of Surrey

Test tubes in the lab Research in the ATI Dance Research

Segmenting visitors’ motivation, price perceptions, willingness to pay and price sensitivity in a collaborative destination marketing effort

Stangl, Brigitte, Prayag, Girish and Polster, Lisa (2019) Segmenting visitors’ motivation, price perceptions, willingness to pay and price sensitivity in a collaborative destination marketing effort Current Issues in Tourism. pp. 1-17.

Full text not available from this repository.

Abstract

While several studies segment the motives of travellers, the relationship between these segments, and the travellers’ price perceptions, their willingness to pay (WTP), and price sensitivity remains scantly researched. Applying a neural gas algorithm to segment the travel motives of 714 visitors to Langenfeld, Austria, reveals the existence of three motivation clusters that are different in terms of the minimum, maximum and fair prices that travellers are willing to pay. Also, based on four self-assembled holiday packages offered as part of a collaborative destination marketing effort by different providers in Langenfeld, we demonstrate that visitors are willing to pay different prices for the selected packages and this has an influence on profitability of the destination. Implications for destination marketing and pricing strategies are offered.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
NameEmailORCID
Stangl, Brigitteb.stangl@surrey.ac.uk
Prayag, Girish
Polster, Lisa
Date : 6 September 2019
DOI : 10.1080/13683500.2019.1662380
Uncontrolled Keywords : Segmentation, motivation, willingness to pay (WTP), price perceptions, price sensitivity, destination marketing
Depositing User : Rebecca Cooper
Date Deposited : 13 Nov 2019 09:44
Last Modified : 13 Nov 2019 09:44
URI: http://epubs.surrey.ac.uk/id/eprint/853120

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year


Information about this web site

© The University of Surrey, Guildford, Surrey, GU2 7XH, United Kingdom.
+44 (0)1483 300800