Branson's ploy

Springfield (Mo.) News-Leader

Branson can do its math. Of the estimated 7 million visitors who come to Branson each year, 86 percent travel by car. ... Gasoline prices are shooting up. While the higher prices may not increase the price of a vacation that much, perception can be more powerful than reality. It's not a risk a car-destination should take.

Branson, following up on tools used in previous episodes of gas shortages or high prices, announced its latest effort. Any traveler who has receipts for $40 in gasoline within two days will get a discount card worth $50. ...

With a promotion like this, Branson might bring more visitors than if gasoline prices were stable. It certainly ought to help keep visitors coming who might otherwise decide $2 a gallon for gasoline was enough to keep them at home. It makes a lot more sense to offer a small discount than to lose the visitor altogether.