Thesis On Revenue Management

Thesis On Revenue Management-75
Impact of the Modern Tourism Value Net on Tourism Industry Structure 2.1. Industry Analysis along the Five Competitive Forces 3. Integrated Revenue Management as a Competitive Advantage 3.2. In cross-sectional design it is crucial to have a standardized procedure based on quantitative data to measure the variation between cases, which also results in a study of high replicability (Bryman & Bell, 2003). According to Bryman and Bell (2003), cross-sectional design is suited when the research is looking for variation between many cases and for that purpose, from each case observations on several variables are made. George (2004) emphasized that the cross-sectional study design takes the observations at a single point in time, thus change in observations cannot be measured. This thesis proposes a departmental and functional integration of various activities to arrive at an integrated revenue management approach that is viewed as the necessary reaction to changing market environment conditions.

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From the theoretic illustration key indicators for the integration are derived and transferred into a questionnaire, intended to measure the Revenue Management Integration in hotel properties and across hotel chains.

It will be assessed how the integration may be achieved and which major changes are necessary to reach true integration within the organization.

The general objective is to find out whether it is worthwhile to invest into the implementation Revenue Management Integration (RMI) due to its contribution to financial performance and/or competitiveness. Assessment how the tourism value net, with the internet at the centre, changes the tourism industry structure. Assessment of how the integration of the revenue, marketing, sales and e-commerce departments is best achieved and identification of linkages and key challenges. Assessment what companies may gain from an integrated revenue management process in terms of profitability.

Roll (2009) argued that “we only have limited knowledge about the impact of the pricing organization within a company on profitability” (p. Thus, the research fills a gap that gives companies not only a guideline how the integration can be achieved but especially whether it has an impact on financial performance and should be pursued and invested in.

This thesis is designed to evaluate whether an integrated revenue management process provides benefits in terms of financial performance to tourism companies selling perishable inventory such as hotel chains, in particular in a changed and more competitive tourism environment.

The thesis is designed to illustrate how Revenue Management Integration (RMI) could be achieved, and the research part aims to asses whether hotel chains that embrace a higher degree of Revenue Management Integration operate at higher profitability. Additionally, questionnaires were used and structured telephone interviews conducted, as the primary means to collect relevant data for the study and statistical evaluation. Reengineering an Organization for Revenue Management Integration (RMI) 4. Therefore, sound research methods are crucial for an effective study of cross-sectional design. First of all, a literature review lays the theoretic foundation for the research and provides a comprehensive illustration of Revenue Management Integration (RMI). More importantly, the literature review then sets out the theoretic foundation for the research by illustrating the Revenue Management Integration (RMI) between various functions and departments. First of all, the literature review gives an overview why integrated Revenue Management within an organization is regarded as more crucial then ever due to economic forces particularly triggered by the modern tourism value net with the internet technology, representing a new medium that is not to be underestimated in its influence. As a result, companies have to optimize their revenue management procedures and processes within the company, and it is proposed that this can be achieved by taking a holistic view and integrating various disciplines to come to total profit optimization. According to Skugge (2007), future improvements of profitability for companies will be by filling gaps and optimizing current revenue management programs rather than investing in new more elaborate computer systems. A multivariate regression is necessary to account for additional control variables that may have an impact on the profitability than Revenue Management Integration alone. Regression analysis is commonly used to determine the relationship between a dependent and one or many predicting variables (Burrill, 1992). Does the integrated revenue management process have a positive impact on financial performance of hotels? Is an integrated revenue management process crucial for competitiveness given the changed modern tourism industry environment? Consequently, the following research questions guide this thesis: a.

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