Title: Acceptance of pricing strategies: a Taiwanese experience affiliating tourism with public recreation management

Authors: Tsung-Chiung (Emily) Wu

Addresses: Department of Tourism, Recreation and Leisure Studies, National Dong-Hwa University, Taiwan; 1, Sec. 2, Da Hsueh Rd., Shou-Feng, Hualien, Taiwan

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.

Keywords: pricing strategies; local tourism development; recreation management; adaptation level theory; public recreation; Taiwan; culture; society; economic efficiency; social equity.

DOI: 10.1504/IJTP.2010.034208

International Journal of Tourism Policy, 2010 Vol.3 No.2, pp.142 - 158

Published online: 19 Jul 2010 *

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