Destination Price-Value Perceptions: An Examination of Origin and Seasonal Influences

Abstract

A consumer behavior model of price-value perceptions is modified and examined in relation to a destination visit. The modification involves the addition of visitor origin and season of visit to take into account influential trip characteristics. The adapted model is investigated with a substantial database of visitor perceptions of Victoria, British Columbia. Statistical analyses reveal that origin and season both interact and separately influence the price-value perceptions of tourists. The evidence suggests that pricing strategies should consider the external influence of such trip variables on traveler value perceptions.