The results of a study on dynamic pricing by attraction management platform, Convius, and market researchers, Baker Richards, have been released.
550 adults in the UK were interviewed in order to achieve a comprehensive idea about consumer attitudes to dynamic pricing for visitor attractions.
Those interviewed were put into two groups: those who visited leisure venues, such as amusement parks, and those who visited cultural destinations, such as museums, within the last 12 months.
Though the study showed that most consumers did not have an awareness of dynamic pricing, where pricing is flexible and can be altered to reflect market conditions, 80% of those studied responded positively, choosing to buy dynamically-priced tickets.
Key findings from the study were that consumers tend to purchase earlier to take advantage of lower prices, and are likely to choose a price option which is lower, for example, if this meant visiting the attraction at a certain time of day. 42% of respondants expressed this.
