PRICING STRATEGIES AND TOURISTS SATISFACTION IN TOURISTS’ SITES IN SOUTH-EAST, NIGERIA

Abstract

This research investigated on the relationship between pricing strategies and tourist satisfaction in South-East, Nigeria.  The specific objectives of the study were to investigate the relationship between competitive and discount pricing strategies and tourist satisfaction proxied by repurchase intentions and positive word-of-mouth promotion.  Survey method was used to conduct the study, and this involved the use of rating scale for data collection.   Data analysis was carried out using percentage, mean and standard deviation.  Test of the hypotheses was done with Pearson Correlation statistical technique.  The result revealed that competitive pricing strategy of tourists’ sites significantly affect repurchase intentions, and word-of-mouth promotion. Also there is significant relationship between discount pricing and repurchase intentions.  The study concludes that pricing strategies are essential instruments for achieving repurchase intentions and positive word-of-mouth promotion among tourists in the South-East, Nigeria.  The study recommended that tourists’ sites that aim to enhance tourist satisfaction should adopt competitive and discount pricing strategies for better business operation.