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Unlocking Tourism’s Potential: Pricing Strategies for the Post-COVID Renaissance

Author

Listed:
  • Sara S. Al-Moustafa

    (Department of Curriculum and Instruction, Faculty of Education, King Faisal University, Al Ahsa 31982, Saudi Arabia)

  • Thowayeb H. Hassan

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 31982, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Mahmoud I. Saleh

    (Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt
    Graduate School of Management, Saint Petersburg State University, 199004 Saint Petersburg, Russia)

  • Mohamed Y. Helal

    (General Management Department, Institute of Management, Economics and Finance, Kazan Federal University, 420008 Kazan, Russia
    Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Amany E. Salem

    (Social Studies Department, College of Arts, King Faisal University, Al Ahsa 31982, Saudi Arabia
    Tourism Studies Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt)

  • Khaled Ghazy

    (Hotel Management Department, Faculty of Tourism and Hotel Management, Helwan University, Cairo 12612, Egypt
    Department of the Personnel Management and Psychology, Ural Federal University, Mira Street, 620102 Yekaterinburg, Russia)

Abstract

In response to the challenges faced by tourism managers in devising effective pricing strategies to overcome the impacts of the COVID-19 pandemic, this study aims to make a valuable contribution to the existing literature on tourism management and marketing. Specifically, we investigate the pricing strategies that tourists are most likely to prefer in the aftermath of the pandemic. To achieve this, we conducted semi-structured interviews with a sample size of experienced tourists in Egypt. Our findings reveal that tourists exhibit a strong inclination towards hedonic and bundling pricing strategies. This suggests that tourism managers should prioritize the incorporation of these strategies into their post-pandemic business plans. However, it is crucial for managers to carefully consider tourists’ behavioral responses to dynamic and pay-what-you-want pricing strategies, as these are influenced by various constraints that necessitate careful attention. Furthermore, our study highlights potential negative consequences associated with the implementation of the dual-pricing strategy following the pandemic. This strategy has the potential to compromise tourists’ intentions to utilize certain services, thereby leading to unfavorable behavioral outcomes for tourism destinations. The implications of this study are of practical significance for tourism managers seeking to design more effective pricing strategies to capitalize on the opportunities presented by the post-pandemic recovery period. By understanding tourists’ preferences and considering the potential drawbacks associated with certain pricing strategies, managers can make informed decisions that promote the sustainable and successful revival of the tourism industry. Moreover, our study employed the checkpoints method, which allowed us to identify respondents’ priorities for the pricing strategies during the crisis, further enhancing the validity and reliability of our findings.

Suggested Citation

  • Sara S. Al-Moustafa & Thowayeb H. Hassan & Mahmoud I. Saleh & Mohamed Y. Helal & Amany E. Salem & Khaled Ghazy, 2023. "Unlocking Tourism’s Potential: Pricing Strategies for the Post-COVID Renaissance," Sustainability, MDPI, vol. 15(19), pages 1-12, September.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:19:p:14400-:d:1251819
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    References listed on IDEAS

    as
    1. Janny C. Hoekstra & Peter S. H. Leeflang, 2020. "Marketing in the era of COVID-19," Italian Journal of Marketing, Springer, vol. 2020(4), pages 249-260, December.
    2. Roy, Rajat & Das, Gopal, 2022. "The role of contextual factors in increasing Pay-What-You-Want payments: Evidence from field experiments," Journal of Business Research, Elsevier, vol. 139(C), pages 1540-1552.
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