WP26 - Rhetoric’s and Reality in the Implementation of Revenue Management (pdf edition)


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WP26 - Rhetoric’s and Reality in the Implementation of Revenue Management (pdf edition)

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By Detlev Remy, Wolf Magnus Gerstkamp
Arnhem: ATLAS, 16 pp
2014
ISBN: 978-90-75775-88-4

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PDF Edition

This pdf edition may be used for research, teaching, and private study purposes by the person who purchased it. Any substantial or systematic reproduction, redistribution, reselling, loan, sub-licensing, systematic supply, or distribution in any form to anyone else is expressly forbidden.

 

Main Description

This study, conducted on 80 revenue and marketing managers in hotel chains worldwide, investigates issues of implementation of revenue management. Various academics have shown interest in the implementation process of revenue management. The researchers have focussed not only on the implementation process and its barriers and opportunities but also the factors needed to successfully establish revenue management through technology and human factor (i.e. employees). A variety of models have been developed by the researchers in order to explain the implementation process.

The research design of this study is based on a quantitative approach and the research structure is deductive as the authors are following existing theories on revenue management implementation. The survey instrument was developed by the researchers based on existing theory on revenue management implementation.
An online survey reveals that overall the majority of respondents agree on the criteria for the implementation process of revenue management. Although, variances occur amongst hotels of different categories, the majority of participants state an increase in revenues due to the implementation of revenue management, and, emphasise on the importance of creating a yield culture within their properties.

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