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Case Study: Lone Pine Koala Sanctuary

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There are over 30,000 yearly pass membership in Lone Pine Koala Sanctuary and has varieties of target markets (Friedler, 2016). The prices of Lone Pine Koala Sanctuary emphases the demographic groups that include students, senior, adults and family with children (See Figure 4). It applies differentiation pricing strategy to these groups of tourists, that alters prices and provides concessions to fit with different purchasing powers (Das & Joshi, 2007). Besides, international tourists is also a huge target markets in Lone Pine Koala Sanctuary since the sanctuary has been a famous attraction in Brisbane and the eight-hour opening time offers sufficient time to have a day trip (Lone Pine Koala Sanctuary, 2017).

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