Pricing in Motion: How Dynamic Rates Shape Fairness Perceptions and Recommendations in Ski Resorts

Advancing digitalization and the availability of real-time data enable leisure businesses to increasingly adopt dynamic pricing strategies. This study examines consumer perceptions of dynamic prices at different booking times in the context of ski resorts. Using survey data from customers across four Austrian ski areas ( n = 1,324), the study investigates how booking timing interacts with word-of-mouth (WOM) intentions. The results show that early bookings enhance perceived fairness and foster positive WOM, whereas late bookings lead to negative perceptions. The study provides a theoretical contribution to the current state of scientific knowledge in the field by addressing an underexplored research context in which consumer responses to dynamic pricing in leisure contexts have received little attention to date. Practical implications are offered to assist operators of leisure and winter sports facilities in implementing efficient and customer-oriented dynamic pricing systems.