Yielding: giants versus minnows, is there a difference?

David A. Edgar*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

Abstract

The paper explores differences between small and large hotel group yield management (YM) strategies. The findings indicate clear variances in YM approach and perspectives. Core differences revolve around the orientation of the YM process, with small hotels focusing on cost management as opposed to the holistic, market orientation of larger hotels. The research further explores the influence of location and strategic mix upon YM. Distinct linkages occur, particularly small hotels in primary locations reflecting their corporate counterparts YM strategies. Concluding, the paper questions the appropriateness of conventional approaches to YM founded on academic studies using large hotel company samples. © 1998 John Wiley & Sons, Ltd.
Original languageEnglish
Pages (from-to)255-265
Number of pages11
JournalProgress in Tourism and Hospitality Research
Volume4
Issue number3
DOIs
Publication statusPublished - Sep 1998

Keywords

  • strategy
  • yield management
  • small hotels
  • corporate hotels

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