Advanced booking and revenue management: Room rates and the consumers’ strategic zones
Advanced booking and revenue management: Room rates and the consumers’ strategic zones
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DOI：
10.1016/j.ijhm.2005.02.002
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发表时间：
2006-09
影响因子：
11.7
通讯作者：
Z. Schwartz
中科院分区：
文献类型：
--
作者：
Z. Schwartz
在这项研究中，提前预订的一般策略决策模型进行了扩展，包括消费者效用。它确定了转换点，即房价和相应的消费者预期效用，潜在的消费者从一个战略区域转移到另一个。分析表明，当前三个战略费率区的上边界向右延伸时，酒店受益最大。这些范围越宽，消费者就越有可能做出有利的决定。本文讨论了八个酒店控制的模型因素（如取消预订的罚款的大小），展示了它们如何影响价格区和通用预订策略时，通过营销和定价工作。分析表明，这些因素对各种消费者通用策略产生了相反的影响。因此，这种营销和定价政策的有效性和成功取决于消费者在费率/效用平面上的分布。
The advanced-booking generic-strategies decision model is extended in this study to include consumer utility. It identifies the switch points, that is, the room rates and corresponding consumer-expected utilities at which a prospective consumer shifts from one strategic zone to another. The analysis indicates that the hotel benefits the most when the upper boundaries of the first three strategic rate zones are stretched to the right. The wider these ranges, the more likely the consumer is to respond with a favorable decision. The paper discusses eight of the hotel-controlled model factors (such as the size of the penalty for canceling a reservation), demonstrating how they affect the rate zones and the generic booking strategy when manipulated through marketing and pricing efforts. The analysis indicates that these factors have an opposing impact on the various consumer generic strategies. Consequently, the effectiveness and success of such marketing and pricing policies depends on the distribution of consumers on the rate/utility plane.