Identifying relevant issues for cost averaging Southwest Tours, Inc., organizes adventure tours for people interested in visiting a desert environment. A desert tour generally lasts three days. Southwest provides food, equipment, and guides. Nick Boles, the president of Southwest Tours, needs to set prices for the coming year. He has available the company’s past cost data in the following table.
Span of Time
Total cost of tours (a)
Number of tourists (b)
Cost per tourist (a ÷ b)
Write a memo to Mr. Boles explaining the potential advantages and disadvantages of using each of the different per tourist cost figures as a basis for establishing a price to charge tourists during the coming year. What other factors must Mr. Boles consider in developing a pricing strategy?