Yield management and its two strategic levers, i.e. price and duration management, have been studied in several past researches. This book wants to provide an understanding of how yield management can be applied to a case study firm and, specifically, to the case of the Arena in Verona – the most famous monument of Verona, known all over the world – where lyric performances are portrayed in the open air. In particular, the work investigates how customers of the Arena perceive pricing methods, which policies the firm can apply, in terms of fairness and familiarity, and to what extent customers’ characteristics (such as age or gender) influence their perceptions on pricing policies. The work is based on a quantitative research and results are presented with suggestions for application from a management persepective.