بررسی ساختار و روابط علی مولفه های قیمت گذاری محصولات گردشگری در زمان شیوع کرونا: رویکرد نگاشت شناختی فازی

The Structure and Causal Relationships for the Pricing Components of Tourism Products During the COVID-19 Outbreak: Fuzzy Cognitive Mapping Approach

Seyed Hossein Mirjalili, Saeed Dehghan Khavari, Saeedeh Hekmat and Vahideh Derakhsh

MPRA Paper from University Library of Munich, Germany

Abstract: Price, as an element of marketing, plays an essential role in the decision making of tourists as well as the income of tourism activists. Therefore, it is essential to identify the components and factors affecting the pricing process. The outbreak of COVID-19 in Iran has drawn the attention of tourism businesses to the necessity of the pricing process and updating the price of tourism products. We examined the pricing components of tourism products by qualitative-quantitative approach and using fuzzy cognitive mapping. We identified 29 pricing factors of tourism products using the opinion of 9 tourism experts. In the next step, 18 factors were selected in 4 dimensions using semi-structured interviews. Finally, we identified the most important components of tourism products’ pricing during the COVID-19 outbreak. The findings indicate that four components of cost coverage and loss prevention, purchasing power, survival in the tourism market, and the extent of tourist demand are more important than other components during the coronavirus outbreak.

Keywords: Pricing; Iranian Tourism Activity; COVID-19; Fuzzy Cognitive Mapping (FCM) (search for similar items in EconPapers)
JEL-codes: C63 L16 L83 (search for similar items in EconPapers)
Date: 2022-05-23, Revised 2023-01-28
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Published in Journal of Economic Modeling Research 46.12(2023): pp. 257-290

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