Price perceptions of international visitors to South Africa

Abstract

The question often arises as to how aware consumers are of prices of products and how much they are willing to pay for particular products. Research indicates that 'excellent value for money' is rated as the number one priority by consumers. In economically challenging conditions, tourists have become more price sensitive and prices charged will influence their decision-making. South Africa, as a destination, must ensure that prices charged for tourism products meet tourists' expectations and therefore research on the price perceptions in relation to major products that international tourists spend money on whilst on holiday, becomes important. As point of departure, it should be possible to establish the difference, if any, between what the tourists expected to pay for specific tourism products, and what they actually paid.