ABSTRACT

Discriminatory pricing strategy is widely applied in theme parks, but discriminating bases vary in different situations. We apply theoretical insights from equity literature and explore how visitors perceive discriminating bases and price differences of theme parks. Visitors’ perceptions of service value and price fairness are evaluated in a scenario-based experiment. Results indicate that price difference does not directly affect visitor’s perceived value, but whether the service provided to visitors is differentiated or not is a decisive factor. This study provides practical insights for theme park operators in determining appropriate discriminating bases and price differences in the discriminatory pricing strategy.

摘要

歧视性定价策略已广泛应用于主题公园，但歧视性基准在不同情况下会有所不同。我们运用来自公平文献的理论见解，探索游客如何看待主题公园的区别基础和价格差异。在基于场景的实验中评估访问者对服务价值和价格公平性的看法。结果表明，价格差异不会直接影响访问者的感知价值，但是为访问者提供的服务是否与众不同是决定性因素。这项研究为主题公园经营者确定歧视性定价策略中的适当歧视基础和价格差异提供了实用见解。