Innovation in hospitality: Yield Management in the hotels of an urban centre oriented to business tourism of Argentina
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Abstract
The hotel industry is currently immersed in a dynamic marketing system in which ICTs (Information and Communication Technologies) are the basis for innovation and improvements in hotel management. The Yield Management (YM) is a technique that uses automated systems for setting prices in order to improve the hotel management processes. This paper analyses the use of the YM technique in three and four-star hotels located in a medium-sized city in Argentina, which is considered regional centre for services, communication and transport. The study focuses on the application of the YM technique in the framework of the hotel pricing-setting policy. For this purpose, semi-structured interviews are carried out to the hotel personnel in charge to obtain primary information about different features related to previous knowledge and effective implementation of this technique. Demand, organizational and environmental factors affect the adoption of this technique.
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