Pay What You Want: a new approach to pricing in wine tourism
Magalie Dubois, Associate Professor at Burgundy School of Business (Dijon, France).
The study represents the first field experiment testing PWYW pricing in real wine tourism environments across three Great Wine Capitals: Bordeaux, Lausanne, and San Francisco | Napa Valley. The research examines whether allowing visitors to determine their own tasting fee can enhance customer satisfaction and loyalty while maintaining revenue for wineries.
Findings indicate that PWYW may help wineries attract new visitors, strengthen customer relationships, and encourage higher engagement and spending, especially when implemented during off-peak periods. The study also highlights practical considerations, such as staff engagement, timing, and digital transparency, as key factors for success.
By focusing on fair and value-based pricing, this research offers wineries new insights into aligning visitor expectations with sustainable business practices.
To explore the detailed findings and recommendations, read the full report: GWC – International Research Grant Final Report – Magalie Dubois
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