PWYW Entrance fees: a visitor’s perspective on a prominent art museum inThailand

• Waranpong Boonsiritomachai ^[1] ; Ploy Sud-on ^[2]
  1. [1] Kasetsart University

     Kasetsart University

     Tailandia

     
  2. [2] MahidolUniversity International College, Nakhon Pathom, Thailand
• Localización: Tourism recreation research, ISSN 0250-8281, Vol. 48, Nº. 3, 2023, págs. 480-494
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • The pay-what-you-want (PWYW) strategy is attracting increasing attention from various industries.The tourism industry, especially cultural services and museums, has adopted this payment mechanism to gain more profits and visitors and potentially positive effects for a provider.However, little is known of the factors that shape a visitor’s decision to pay for a museum visitin a PWYW situation and how such pricing mechanism influences their revisit intention andword of mouth (WOM). Hence, this empirical–exploratory study made the pioneering attempt toexamine directly how visitors’ payment motivation factors affect PWYW, WOM, and intention torevisit in the hospitality context. This study applied structural equation modelling analysis on asample of 458 Thai visitors at Wat Rong Khun Museum, Chiang Rai, Thailand, and demonstrated that visitors’PWYW is partially influenced by payment motivation and that PWYW has anonsignificant relation with fairness and altruism. Moreover, PWYW mediated the effect ofpayment motivation and WOM. Visitors who paid high prices for the visit expressed theirpositive perception of the place, including recommending the venue to others. Nevertheless,visitors’actual payment did not affect their intention to return.