Award Date

1-1-1997

Degree Type

Thesis

Degree Name

Master of Science (MS)

Department

Hotel Administration

Number of Pages

105

Abstract

Yield management is an approach to pricing that is often used by industries in which the marginal production cost is relatively high, while the marginal sales cost is relatively low. The hotel industry meets this criterion. Industry publications demonstrate a keen interest in the revenue enhancing potential of yield management, but there has been little research on the extent to which this pricing technique is actually utilized by hotel general managers; This research tests the proposition that there are eight basic elements of yield management in hotels. The degree to which yield management is practiced is indicated by the extent that these eight elements are in place. It was found that there is a positive relationship between a manager's perception of his or her own yield management utilization and the extent to which the 8 elements are used. It was also found, however, that while 76.9% of hotels claim to be utilizing yield management techniques extensively, very few are using all of the basic elements in their efforts to maximize revenue.

Keywords

Application; Hotels; Management; Practical; Pricing; Yield

Controlled Subject

Management

File Format

pdf

File Size

2037.76 KB

Degree Grantor

University of Nevada, Las Vegas

Language

English

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