Price Bundling in Public Recreation

Abstract

This Article Examines the Use of Price Bundling as a Marketing Technique for Recreation Services. the Use of Conjoint Analysis Allows the Researcher to Determine Consumers' Part-Worth Utilities for Various Service Attributes. This Information Can Then Be Used to Design a Service Bundle or Package and Determine the Price to Be Charged. This Approach to Service Design is Applied to an Actual Case Involving the Visitor Accommodations at a State Department of Parks. Consumers Are Segmented in Order to Enhance the Analysis and Provide Management with More Useful Information. the Limitations of the Study and Methodology Are Discussed Along with Strategic Implications for Park Managers. Finally, Suggestions Are Provided for Future Research in This Area. © 1990 Taylor & Francis Group, LLC.

Department(s)

Business and Information Technology

Keywords and Phrases

Commodity bundling; Conjoint analysis; Consumer utility; Design; Packaging; Price bundling; Service; State parks

International Standard Serial Number (ISSN)

1521-0588; 0149-0400

Document Type

Article - Journal

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2023 Taylor and Francis Group; Routledge, All rights reserved.

Publication Date

01 Jan 1990

Link to Full Text

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