PRICING STRATEGIES AND TOURISTS SITES’ BRAND IMAGE IN SOUTH-EAST, NIGERIA

This research examined pricing strategies and tourists sites brand image in the South-East, Nigeria. Pricing strategies as examined are competitive pricing and customer-based pricing. In addition, quality service and attractive packaging were the dependent variables. The study adopted survey research design. Data collection was carried out using rating scale (questionnaire) administered on the respondents. Data were analyzed using mean and standard deviation and Pearson Product Moment Correlation. The study revealed that competitive pricing influence quality of tourists services, customer-based pricing strategy significantly relate with attractive packaging, competitive pricing influence attractive packaging of tourists sites’ products and services. The paper concludes that the achievement of positive brand image for tourism sites depends on pricing strategies; hence, competitive pricing and customer based pricing add value to positive image. The study recommended that tourists’ sites that aim to enhance brand image should adopt competitive and customer-based pricing strategies in their business operation. Training and retaining of the service employees is paramount in implementing decisions in pricing strategies so staff training is important to achieving the goods of pricing strategies.