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The Nature and Antecedents of Fair Price Perception in Tourist Experiences

Advances in Hospitality and Leisure

ISBN: 978-1-78052-936-3, eISBN: 978-1-78052-937-0

Publication date: 13 August 2012

Abstract

This chapter delineates the antecedents of tourists’ perceptions of the extent to which they perceive the prices they pay as being fair. The study also tests the relative importance of overall price fairness perception, which is measured as the relative gap between the expected price and the perceived price. A model and hypothesis was developed and tested, with reference to existing theories. Data was collected from nine nature- and activity-based firms in Northern Norway. A regression analysis was performed, in order to test the relative effects and strengths of the antecedents of tourist perception of price fairness. The results revealed that both information and monetary antecedents affect perceptions of price fairness. In particular, monetary-related antecedents such as household income, payment in advance, and value for money affected perception of whether prices were fair. Interestingly, information-related antecedents such as previous experience affected negative perceptions of price fairness. The results are discussed in terms of their implications for the tourist industry.

Keywords

Citation

Røkenes, A. and Prebensen, N.K. (2012), "The Nature and Antecedents of Fair Price Perception in Tourist Experiences", Chen, J.S. (Ed.) Advances in Hospitality and Leisure (Advances in Hospitality and Leisure, Vol. 8), Emerald Group Publishing Limited, Leeds, pp. 127-147. https://doi.org/10.1108/S1745-3542(2012)0000008011

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited