Evaluation of Customer Value-Based Pricing Strategies in Hainan’s Travel Agencies under a Free Trade Port Framework

Abstract

In the context of the free trade port initiative, an in-depth investigation into the pricing strategies of Hainan's travel agencies was conducted, focusing on the pivotal role of customer value. This study employed empirical analytical methods, including questionnaire surveys and data analysis, to rigorously test hypotheses related to customer value-oriented pricing strategies. It was discovered that customers exhibit a predominant preference for pricing strategies anchored in their value perceptions, notwithstanding the variations in their assessments of diverse tourism products. Strategies grounded in customer value were found to be more effective in fulfilling customer requirements and augmenting satisfaction levels. The research accentuates the crucial importance of aligning pricing strategies with customer value in the context of tourism product pricing. This approach holds significant theoretical relevance and practical utility for the evolution of Hainan's tourism industry. The findings offer fresh perspectives and strategic directions for the tourism sector in Hainan, contributing to its sustainable growth and the enhancement of its competitive stature.