mohammadreza farzin; mohammad sharifi tehrani
Volume 7, Issue 18 , August 2012, , Pages 49-72
Abstract
This study pertains to the investigation of dual pricing strategy for museums entrance fees, centering on the impact of two variables of “visitors’ attitude towards museums” and “traveled distance from the tourists’ origin to destination” on visitors’ maximum ...
Read More
This study pertains to the investigation of dual pricing strategy for museums entrance fees, centering on the impact of two variables of “visitors’ attitude towards museums” and “traveled distance from the tourists’ origin to destination” on visitors’ maximum Willingness to Pay (WTP). Applying contingent valuation method, this research aims to estimate a fair and optimal admission fee to offer to each segment of domestic and foreign visitors to the National Museum of Iran. Results manifest that domestic visitors’ WTP is negatively influenced by distance, while no significant relationship is found between these variables for foreign visitors. On the other hand, the attitude variable is significantly associated with both groups’ WTP with positive sign. According to the main findings, the mean WTP is RLS 9450 and US$ 6.31 for domestic and foreign visitors respectively, implying that the current entry fee of RLS 10000 is substantially less than what most foreign respondents stated as their maximum willingness to pay. This prompts considering a reasonable increase in the current entry fee and the practice of adopting dual pricing, whereby foreign visitors are asked to pay higher prices than domestic ones.
nabi -o- llah dehghan; mohammad sharifi tehrani
Abstract
The present study addresses a fundamental question: what are the appropriate strategies for the National Museum of Iran as the country's largest museum? This survey is applied in terms of outcome, it is descriptive in terms of nature, and qualitative regarding data type. The methodology used for formulation ...
Read More
The present study addresses a fundamental question: what are the appropriate strategies for the National Museum of Iran as the country's largest museum? This survey is applied in terms of outcome, it is descriptive in terms of nature, and qualitative regarding data type. The methodology used for formulation of strategies is based on the comprehensive framework of strategy formulation. Statistical population of the study consists of the museum's experts and managers some of which were selected using non-probability judgmental sampling technique (experts’ choice). Data were gathered through investigation of documents and distribution of questionnaires, and subsequently were analyzed by the suitable statistical methods. Results indicated that considering the institute’s external and internal environments, competitive strategies would be the most suitable means for effective management of activities and performances, and could therefore promote the position of National Museum in the country and the world.
