Design and Validation of a Value-Based Pricing Strategy for Gamified Scenic Driving Experiences (RoadQuest)

Development of a value-based pricing strategy for an app that offers experiential routes and enhances them with gamification.

Key data

Description

The project consisted of three components:

Literature Review: Analysis of scientific findings on the drivers of perceived value, willingness to pay, and app adoption, including the Technology Acceptance Model, UTAUT2, Diffusion of Innovations, and studies on trust and word-of-mouth.
Benchmark analysis: Comparison with three established Swiss offerings across seven value-relevant dimensions, such as initial access, pre-purchase benefits, onboarding, ownership, and pricing model.
Qualitative Interviews: Interviews with potential users from the target group (ages 22 to 63) regarding motivation, barriers, perceived value, preferred channels, and willingness to pay, including a detailed assessment of willingness-to-pay thresholds.

Based on the secondary analyses and the empirical survey, clear and specific recommendations were developed regarding how to increase the adoption rate and pricing strategy.