호텔 연회의 일드 매니지먼트(Yield Management) 적용이 연간 및 계절별 매출성과에 미치는 영향 연구

Abstract

Most previous yield management studies have targeted in airlines, hotel rooms, and conventions. However, this study has focused on banquets in hotels, in which the capacity of the space is normally decided and proceed the study of yield management. This study aims to provide a useful information applying yield management to banquets in hotels, finding the measurement tools for yield management, analyzing performance of competitors most influential in the sales and the yield management impacts on yearly and seasonally performed revenue in five-star hotel's banquets of Busan. Five luxury hotels in Busan have been selected to analyze with the shared banquet performance data among these five hotels. To make a criteria for the potential revenue, the author uses a pivot value showing a highest average check. The findings are the following. The author provides applicable and useful tool for yield management in banquets in hotels, and identifies ranks orders in terms of yield value. And both the average check and the attendance affect positively to the banquet revenue. We also compared each hotel's seasonal yield management performance to provide how to overcome the hotel's seasonality.