Masiero, LorenzoNicolau, Juan Luis2024-07-312024-07-312011-12-230047-2875https://hdl.handle.net/10919/120802This article builds on the double role of the effect of prices on the choice of tourism activities: not only is it the sole component of the destination marketing mix that represents revenue but also a determinant factor in tourist choice. On this account, identifying patterns of tourists with different degrees of sensitivities to prices would help destinations design an appropriate bundle of activities and have a clear definition of the segment they should try to attract. Accordingly, the objective of this article is to identify tourist segments from individual price sensitivities to activities. The results show-although price has a dissuasive influence on the choice of activities-a differentiated effect (as this dissuasiveness is not general for all individuals); this heterogeneous responsiveness to price supports its use as a segmentation criterion. In the empirical application, four segments are found with significantly different price sensitivities.Pages 426-43510 page(s)application/pdfenCreative Commons Attribution 4.0 Internationalindividual price sensitivitytourism activitiestourist choicesegmentation strategyArticle - Refereedhttps://doi.org/10.1177/0047287511426339514Nicolau Gonzalbez, Juan [0000-0003-0048-2823]1552-6763