Abstract
This research explored seasonal price adjustments within the car rental market, offering a comprehensive analysis contextualized within the sphere of winter tourism in Canada from 2015 to 2022. Through an exploration of historical trends, consumer behavior, and market forecasts, the study uncovers the cyclical pattern of price fluctuations closely tied to the peaks and troughs of winter tourism demand. Noteworthy transformations within the winter tourism industry during this period, coupled with the increased reliance on car rentals for accessing remote winter destinations, underscore the pivotal role of seasonal price adjustments in shaping the accessibility and affordability of winter experiences. The implications extend across stakeholders, prompting car rental companies to balance profitability and competitiveness, while policymakers are urged to craft adaptable regulatory frameworks. Industry stakeholders are guided by insights to develop customer-centric strategies, embracing technology and sustainability for enhanced resilience. The study serves as a stepping stone for understanding the symbiotic relationship between winter tourism and the car rental market in Canada, providing valuable insights for industry adaptation and innovation.
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