Price Value Perceptions of Travelers

Abstract

This article identifies the role price plays in travel decision making and examines pleasure traveler perceptions of the price and quality of Canadian tourism products compared to those of other countries. Pleasure travel is described as an experience, the value of which requires a subjective assessment to be made by travelers. Perceptions as the subjective reality of individuals are the key. The author suggests that information gathered from travelers on their perceptions of price, quality, and value can be used to competitive advantage by a country.