Title: Customers' perceptions of demand-driven pricing in revenue management context: comparisons of six tourism and hospitality industries

Authors: Cindy Yoonjoung Heo, Seoki Lee

Addresses: School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong. ' School of Tourism and Hospitality Management, Temple University, 1810 North 13th Street, Speakman Hall 314, Philadelphia, PA 19122, USA

Abstract: Revenue management (RM) has been widely applied in capacity-constrained tourism industries to maximise revenue by effectively managing demand and capacity. To gain long-run profit, understanding customers| perceptions of RM practices is important. This study attempts to build a better understanding of customers| perceptions of RM practices in terms of familiarity and fairness in six tourism and hospitality industries: airlines, hotels, restaurants, golf clubs, galleries and museums and theme parks. In addition, the study examines customers| perceptions of capacity scarcity during high-demand seasons for the six industries.

Keywords: revenue management; fairness perceptions; perceived capacity scarcity; pricing perceptions; customer perceptions; demand-driven pricing; capacity-constrained tourism; hospitality industry; airlines; hotels; restaurants; golf clubs; galleries; museums; theme parks.

DOI: 10.1504/IJRM.2010.036030

International Journal of Revenue Management, 2010 Vol.4 No.3/4, pp.382 - 402

Published online: 13 Oct 2010 *

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