Prioritization of Revenue Management Factors: A Synthetic Extent Analysis Approach

Year 2012, Volume: 12 Issue: 2, 161 - 170, 01.05.2012

Mehmet Emre Güler

Abstract

Amaç: Bu makale, konaklama sektöründe getiri yönetimi uygulamalarının başarı faktörlerini ortaya çıkarmak için yeni bir yaklaşım sunmaktadır. Çalışmada, başarılı bir getiri yönetimi uygulamasına olumlu katkı verecek içerikler belirlenmeye çalışılmıştır. Getiri yönetimi uygulayıcılarının deneyimlerinden faydalanılarak elde edilen ampirik verilerin analizinden sonra bulanık sentetik değerlendirme prosedürü uygulanmıştır. Bu çalışma birçok farklı sektörde (konaklama sektörü) kullanılabilecek fonksiyonel karşılaştırma analizinin (getiri yönetimi) bir örneği olarak araştırmacı ve uygulamacıların ilgisini çekebilir.Tasarım/Metodoloji/Yaklaşım: Çalışmada geçen başarı faktörleri ile ilgili olarak getiri yönetimi uygulamacılarının deneyimleri ve yargıları subjektiftir. Buradan hareketle, çalışmada uygulanan bulanık sentetik analizi ile başarı faktörlerinin daha mantıksal bir önceliklendirilmesi sağlanmaya çalışılmıştır. Araştırma Sınırlamaları/Etkileri: Önceliklendirme prosedürü ile bulanık kavramların uygulanması, bulanık dil değişkenlerinin
belirlenmesi ve bunların bulanık ölçekte dönüşümünü gerektirmektedir. Genelde bulanık teknikleri uygulama adımları çok kriterli karşılaştırma teknikleri (AHP) için
uygulanması zordur. Özgünlük/Değer: Bu çalışma konaklama endüstrisinde başarılı getiri yönetimi uygulamaları için etkili olan faktörlerin önceliklendirmesi için sentetik kapsam analizinin kullanımını ortaya koymaktadır. Bununla birlikte, çalışma, mevcut
uygulamalara bir bakış açısı sunmaktadır.

Keywords

Bulanık önceliklendirme, sentetik kapsam analizi, getiri yönetimi, konaklama endüstrisi

Prioritization of Revenue Management Factors: A Synthetic Extent Analysis Approach

Abstract

Purpose: This paper presents a novel approach for revealing the success factors of revenue management practices in hospitality industry. Our study aims to point out the favorably contributing ‘ingredients’ of a successful revenue management application. We investigate what revenue managers have learned from their past experience by using real empirical data and fuzzy synthetic evaluation procedure. Researchers and practitioners may regard this work as a functional benchmark analyzing a function (revenue management) which is widely used in those companies belongs to a particular industry (hospitality industry)Design/methodology/approach: Revenue managers’ judgments
about the underlying success factors are highly subjective and qualitative in nature. In order to capture this imprecision, we employed the fuzzy synthetic extent analysis and provided with a sensible prioritization of the success factors.
Research limitations/implications: Employing fuzzy concepts within a prioritization procedure requires constructing a fuzzy linguistic variable set and as-signing a fuzzy conversion scale to it. Usually the implementation steps in fuzzy techniques are
more cumbersome when compared to the conventional multi
attribute techniques (i.e. conventional AHP). Originality/value: This paper discusses the prioritization of effective factors that concede to a successful revenue
management application in hospitality industry with a synthetic extent analysis approach. This paper provides with a ‘snapshot’ of the current practice in the area and serves for
researchers and practitioners.

Keywords

Fuzzy prioritization, synthetic extent analysis, revenue management, hospitality industry

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