ISBN: 3790815829
TITLE: The Spread of Yield Management Practices
AUTHOR: Sfordera
TOC:

Preface and introduction V
Part I - Some strategic aspects of a YMS implementation
Yield management in advanced systems of hotel management
by Fabiola Sfodera
1 Abstract 3
2 Introduction 4
3 The evolution of the organisational structure of the hospitality business 5
3.1 The mixed organisational system and the model for the planning and control of strategic management 5
3.2 Organisational learning: a very near reality 9
3.2.1 Conditions for the application of organisational learning 11
3.2.2 Yield management in organisational learning 12
4 The learning organisation: an objective to be reached 13
4.1 Yield management in the learning organisation 14
References 16
How to yield value: The Janus perspective
by Brian Parry and David McCaskey
1 Introduction 19
2 Operational Y.M. issues 21
2.1 The rapid expansion of budget hotels 21
2.2 The effect of economic cyclicalityon thedecline 22
2.3 Non-price variables gain importance in selection criteria 23
3 Strategic Y.M. issues 25
3.1 Mission 26
3.2 Funding philosophy 26
3.3 Creating value- in the eyes of the market 27
4 Concluding debate 28
References 30
Human issues and the introduction of a yield management system. A case study of a 4* Chain Hotel
by Bob Brotherton and Rebecca Turner
1 Introduction 35
2 Methodology 36
3 Literature review 37
4 The case study 40
5 Conclusions and recommendations 49
References 51
Yield management and trust: the effect of variable pricing on consumer trust in a restaurant brand
by Una McMahon Beattie, Adrian Palmer, Patrick McCole and Anthony Ingold
1 Introduction 56
2 Reasons underlying variable pricing 57
3 Individual pricing and relationship marketing 59
4 Yield management 60
5 Hypothesis of the research 60
5.1 Methodology 60
6 Conclusions and management implications 62
References 63
Controlling the yield management process in the hospitality business
by Paolo Desinano, Maria Stella Minuti, Emanuela Schiaffella
1 Introduction 65
2 A general framework to control hotel YMS 66
3 General considerations about demand forecasting 67
4 General considerations about room inventory control 69
5 The control process: tracking 70
5.1 Inventory report 70
5.2 Sales report 71
5.3 Reservation report 71
5.4 Pricing report 72
5.5 Unsold report 73
6 The control process: checking 73
7 The control process: signalling 75
8 The control process: controlling and updating 76
9 Conclusions 77
References 78
Part II - Yield management: new applications
Revenue management in visitor attractions: a case study of the EcoTech Centre, Swafham, Norfolk
by Julian Hoseason
1 Introduction 83
2 Background 84
3 The economics of visitor attractions 86
4 Marketing and ideal markets 87
5 Yield management 89
6 Data gathering 91
7 Results and discussion 92
8 Conclusions 95
Appendix 97
References 98
Revenue management in the restaurant sector
by Charlotte R. Rassing
1 Background infonnation 101
1.1 Purpose and composition of the paper 101
2 Introduction 102
3 Literature review 103
4 Implications for the use of revenue management 104
5 Complexity of pricing in the restaurant sector 105
6 Menu analysis 106
7 Empirical study to be undertaken 107
References 109
Appendix 111
Questionnaire 112
Revenue management and food service businesses: the case of Italy
by Emanuela Schiaffella
1 The food service sector in Italy 113
1.1 The food service supply and demand in Italy: a reference summary 113
1.1.1 Sector data: the food service supply 113
1.1.2 The food service demand 114
2 Revenue management and food service businesses 115
2.1 Applicability of revenue management 115
2.1.1 Overview 115
2.1.2 Applicability requirements and food service businesses 117
2.2 Revenue management and ltalian food service businesses: application difficulties 118
2.2.1 Structural limits 118
2.2.2 Managerial limitations 119
Recent events, challenges and options in revenue management
by Paolo Desinano
1 Introduction 121
2 Y&RM community: towards growing consolidation 122
3 CRM vs. Y&RM? 122
4 The spreading fascination of RM 123
5 Conclusions 124
References 125
Part III - Information instruments for a YMS in the hospitality industry
Microsoft Fidelio: Opus 2 overview
by Opus 2 Revenue Technologies
1 Organisation & scope of operations 129
1.1 Service/product overview 130
2 Supplier's description of goods and services 131
2.1 System architecture 131
2.2 Property configuration 132
2.3 Property initialization 132
2.4 Data flow 134
3 RMS system versions 135
3.1 Interfaces 135
3.2 Forecasting 136
3.2.1 History sets 136
3.2.2 Trending 137
3.2.3 Hourly reforecasting 137
3.2.4 Forecastable clusters 137
3.2.5 Special events/demand changes 138
4 Group management 138
e-yield^TM technical brief
by IDeaS Inc., Integrated Decisions and Systems
1 e-yield^TM 141
1.1 What is e-yield^TM? 141
1.2 Why e-yield^TM? 143
2 IDeaL/CARE 145
2.1 What is IDeaL/CARE? 145
3 Ideal/RESULTS 148
3.1 What is IDeaL/RESULTS? 148
3.2 What is required? 148
3.3 How does it work? 149
3.3.1 Control study report 149
3.3.2 Transient business report 149
3.3.3 Total business report 149
4 Are the results valid? 150
4.1 Why measure? 150
Hotel management 151
5.1 Defining the strategies that drive the decisions 151
5.2 Preparing for success 152
6 Decision integration 152
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