Price Discrimination and its Impact on Tourist Satisfaction and loyalty: Evidence from Tourist Companies and five Star Hotels

Document Type : Original Article

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Faculty of Tourism and Hotels, University of Sadat City

Abstract

The research aims to construct a theoretical model that examines the relationship between tourist’s perception price fairness; satisfaction and loyalty. It is believed that the perception of tourists influences their judgment, increasing satisfaction and loyalty outcomes. The relationships were examined though data obtained from customers of hotels in Cairo City using the Spearman correlation coefficient analysis. Tourists are chosen from the users of online reservation systems of the Egyptian Tourist companies (category "A") and 5-star hotels for booking rooms or tourist programs. The research results showed that perceived price fairness had a significant positive effect on tourist satisfaction; also, the results showed that perceived price fairness had a significant positive effect on affective and behavioral loyalty. Finally, the recommendations confirm the need to pay attention to the non-discrimination of price among customers to maintain the satisfaction and loyalty of tourists and thus the repetition of the purchase and become a frequent customer of the hotel or the tourist company.

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