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Pricing in Tourism: Strategies Adopted by Tourism Operators during the Pandemic Outbreaks
Pricing in Tourism:
Strategies Adopted by
Tourism Operators during
the Pandemic Outbreaks
By Zulaikha binti Ab Rahman
22%
57%
March arrivals declined, following
Latest data from the World
the start of lockdown in many
Tourism Organization (UNWTO)
countries, as well as the introduction
shows that international tourist
of widespread travel restrictions and
arrivals drop in first quarter of
the closing of airports and national
2020.
borders. This meant losing 67
million international arrivals and
receiving around US $ 80 billion
(exports from tourism).
In marketing, there are two (2) types of pricing strategies which are:
COMPETITIVE PRICING
Discounted prices: Discounts are often applied in the off season or to assist with
yield management and can also be useful in gaining immediate business on
websites.
VALUE ADD PRICING
Value- adding is adding features to your product that enhance the perceived value.
