A Comparison of Consumer Attitudes Toward Dynamic Pricing Strategies in the Theme Park Context

ABSTRACT Dynamic pricing is the practice of changing the price for a product or service in different time periods, in different sale points, or for different market segments. The strategy is applied in many economic sectors, including the tourism and hospitality industry; however, consumer reactions to dynamic pricing in the theme park industry have not been examined. This study assessed consumers’ trust, perceived value, and brand loyalty under different pricing strategies using six hypothetical pricing scenarios. The results indicated that theme park visitors had the best positive attitudes and loyalty when they pay less and know that they paid less. Theme park visitors’ reaction toward paying price premiums does not change substantially when they know that they pay more for charitable causes or sustainable practices. Implications are discussed.