The cover topic of the current October issue of "Public Marketing" is "Admission Pricing as a Strategic Tool" and deals with innovative pricing methods in museums.
The cover story starts with the actori study on "Mission Related Pricing". In it, Hannes Tronsberg and Philipp Leist present the opportunities and risks of the "Pay-What-You-Want" pricing model for museums. They show under which conditions "Pay-What-You-Want" is worthwhile and which success factors have to be considered for an implementation.
The result shows that Pay-What-You-Want (PWYW) can increase visitor numbers and diversity as well as revenues. This could make PWYW a suitable answer to the current challenges of many museums, which often have to reach more visitors with fewer resources.