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Yield (revenue) management and its utilisation in hotel industry
Hanušová, Karolína ; Indrová, Jarmila (advisor) ; Kondrashov, Alexey (referee)
Tourism trade as well as hotel industry plays an important role in the services sector of the national economy of many countries, including the Czech Republic. The success of the whole branch is significantly influenced by demand fluctuations which usually occur in seasonal terms. Nowadays, however, when the world economy is afflicted by economical crisis, the demand downturns are apparent even in the times of high season. That is why the companies search for methods which would help to soften the impact of the crisis. Yield management appeared in hotel industry more than 20 years ago and is now used in many hotel chains and even small independent hotels. Its goal is to eliminate the demand fluctuation through an effective use of the hotel capacity. In practice it means to ensure that the right rooms are sold to the right customer for the right price. The aim of this thesis is a presentation of an application of Yield management theory in practice, in case of Hilton Prague hotel and to find out the opportunities of the Yield management to reduce the impact of economical crisis. First, we will need to define the base and principals of Yield management. Then we will apply them in practice to the Hilton Prague hotel. Finally, for the use of this hotel, we will examine the methods of smoothing the stroke of the crises.
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