Malgorzata Ogonowska
University of Nice – Sophia Antipolis

SUSTAINABLE TOURISM PRODUCTS DISTRIBUTION: OPTIMAL PRICING AND BRANDING STRATEGIES

This paper considers the issue of sustainable tourism products distribution by an intermediary, offering as well traditional, i.e. not necessarily environmentally friendly, products. Given the complexity of demand’s heterogeneity and its characteristics, the intermediary faces multiple strategic choices. Considering the contributions of related literature, this paper’s positioning is indicated. Then, in the third section the motivations of this study are presented, followed by the presentation of the model, in section 4 and, some of the first results in section 5. Finally, future developments are described in the concluding section, tending to indicate optimal pricing and branding strategies in different cases depending on demand’s characteristics and forms.

Keywords: sustainable tourism, demand heterogeneity, pricing, price discrimination

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