Price Discrimination and the Influence on Foreign Tourists’ Decision of Returning in Hoi An Ancient Town, Vietnam

For a long time, the issue of price discrimination has been discussed throughout under various points of view. Especially, many researches were carried out to point the effects of price discrimination on the welfare of not only the consumers but also the sellers. However, few of them apply the theory of price differentiation to the field of tourism. For that reason, in this paper, the author tries to study the real case of price discrimination effect on the returning of tourists. In other words, the relationship between price, fairness and the long-term benefit (repeated purchase of tourism product or returning of tourists) is analyzed in order to have a clear insight of this issue to develop a strategy to develop local tourism industry.