An Attitudinal Based Model of Pricing for Recreation Services

Abstract

This study proposes and tests a model for use in developing pricing strategies for recreational services. The model builds upon the traditional economic approach by explicitly recognizing the influence of attitudes. New prices are information which is used in developing an attitude toward paying. The model was tested as part of a study of backcountry hut users in New Zealand. Results generally support the model, which allows improved understanding of the basis for user responses to fees, prediction of fee revenues, and prediction of information campaign impacts.