A RESEARCH ABOUT REVENUE MANAGEMENT AWARENESS AND APPLICATIONS IN TURKISH HOTEL INDUSTRY
Raif Parlakkaya, Halil Akmeşe, Ersin Arıkan
DOI: 10.35666/25662880.2015.1.177
UDC: 338.488.2:657.21(560)
Abstract: Fierce competition and changing business context are leading the business enterprises to develop and apply new tools and methods in order to survive or attain growth targets. In this regard revenue management and its application methods are gaining more importance each day. Revenue management, which might be defined as the art of maximizing revenue and profit indirectly by means of selling a service which is subject to time and capacity restrictions in the short run. Major aim of this study is to reveal the awareness level and applications of hotels which might be considered as the major and most institutional players of tourism industry. Relevant headlines such as a short history of revenue management, its components, advantages and disadvantages of revenue management applications, barriers in front of the revenue management process are mentioned within the context of study. In order to state the current situation in Turkey, a reliable sample of hotels (30 hotels of five and four stars) from Ankara, capital city of Turkey, was chosen and these hotels were subjected to a short questionnaire which is designed on previous studies about revenue management. Based on the findings of research it might be claimed that the majority of participants are aware of revenue management and are using various tools with differentiating degrees in order to maximize their revenue or attain their revenue targets.
Keywords: Revenue management, hotel revenue management, revenue management applications, revenue maximization