Acceptance of pricing strategies: a Taiwanese experience affiliating tourism with public recreation management
by Tsung-Chiung (Emily) Wu
International Journal of Tourism Policy (IJTP), Vol. 3, No. 2, 2010

Abstract: Charging fees for resource-based recreation has mostly been examined in western countries. This research proposes a systematic approach, structured in line with fundamental pricing arguments, to investigate the public's acceptance of pricing strategies within the context of Taiwanese culture and society. Study results increase our understanding of the public's attitudes, and further contribute to revealing the relationships between various stimuli and types of pricing strategies based on Adaptation Level Theory. For economic efficiency-driven pricing strategies, focal and residual stimuli are most influential. Comparatively, perceived social value (a contextual stimulus) is the most powerful explanatory variable for social equity-driven pricing strategies.

Online publication date: Mon, 19-Jul-2010

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