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Perceived Unfairness of Prices Resulting From Yield Management Practices in Hotels
Perceived Unfairness of Prices Resulting From Yield Management Practices in Hotels
Jean-Michel SAHUT
IDRAC Business School, Lyon, France
Lubica HIKKEROVA
IPAG, Paris, France
Pierre-Charles PUPION
University of Poitiers, France
Context and Problematic (1/3)
• Yield Management (YM) is a management tool used to
maximize profits from limited available capacity
• such as airline seats or hotel rooms
• YM is based on demand segmentation and price adjustments in
real-time
Scenario n°2
Negative Frame 3,79 1,08
Positive Frame 3,02 1,64
Total 3,41 1,53 0,011**
Scenario n°3
Negative Frame 3,24 1,18
Positive Frame 1,76 1,56
Total 1,91 1,57 0,027**
Scenario n°4
Negative Frame 3,91 0,83
Positive Frame 3,65 1,03
Total 3,78 1,04 0,029**
Results
Scénario 1 Scénario 2 Scénario 3 Scénario 4
Socio- Sex Non sig. Non sig. Non sig. Non sig.
professional Age Non sig. Non sig. Non sig. Non sig.
category Profession Non sig. * * *
Familiarity ** ** Non sig. *
Experience Hotel quality_ nb of stars * * * **
Loyalty ** * * *
Affect Work/Leasure * * Non sig. *
Price researches * * * **
Price sensitivity
Price changes * Non sig. Non sig. *