Using Inferential Evidence to Determine Likely Reaction to a Price I ncrease at a Festival

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Abstract
This article reports an attempt to use an inferential approach to assess the likely reaction of festival visitors to a price increase. Reactions were evaluated from a historical analysis of visitation reaction to price increases and responses to six questions pertaining to substi tution opportunities, strength of reference price, distribution of trip costs, affluence of the target market, and value for money. As a result of the findings, a decision was made to raise the admission price by one-third.

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