Innovative pricing: Pay-as-you-wish as a means to attract customers to museums post-Covid-19

All around the globe tourism organizations are looking for ways to build trust to get customers back to travel, to visit sights, and to generally engage in tourism related activities. we are researching the implementation of innovative pricing strategies namely Pay-As-You-Wish (PAYW) for example for museums and in this specific case for the "Kunsthistorische Museum" in Vienna. PAYW brings benefits for suppliers and consumers. Organizations attract consumers, who can pay the price they can afford (considering the impact the lockdown had on the income of many people). Generated revenue allows organizations to cover costs and to continue operating the business in the usual quality, diversity, and excellence.