Investigating the discriminatory pricing strategy of theme parks considering visitor’s perceptions

Discriminatory pricing strategy is widely applied in theme parks, but discriminating bases vary in different situations. We apply theoretical insights from equity literature and explore how visitors perceive discriminating bases and price differences of theme parks. Visitors' perceptions of service value and price fairness are evaluated in a scenario-based experiment. Results indicate that price difference does not directly affect visitor's perceived value, but whether the service provided to visitors is differentiated or not is a decisive factor. This study provides practical insights for theme park operators in determining appropriate discriminating bases and price differences in the discriminatory pricing strategy.