There are various ways including price and non-price responses for hospitality, travel and tourism organizations to respond to a price cut initiated by a competitor. Take a position on whether it is best to undertake price adjustments or to launch non-price enhancements when competitors lower their prices in order to attract more business. Explain your reasoning for taking this position.

How should a hospitality, travel or tourism organization’s marketing plan address the establishment of value positioning with the target markets?

You are expected to post thoughtful responses to the discussion question, supported by the citation for the reference used for justification of the position taken.