Effects of Revenue Management Pricing Strategies on Perceived Fairness

ABSTRACT

This study aims to examine the potential effects of three revenue management pricing strategies (best rate guarantee, rate (dis)parity, and rate frame) on customers’ perceived fairness. A 2 × 2 × 2 factorial between-subjects experimental design was used. Eight scenario-based surveys were employed to evaluate how potential hotel guests react to three different revenue management strategies. The outcome of this study offers a set of guidelines for hoteliers to follow in terms of revenue management pricing strategies across multiple distribution channels, while providing revenue managers with empirically supported suggestions to increase hotel revenue.

本研究旨在探讨三种收益管理策略（最佳利率保证、(视差）利率平价、利率框架）对顾客感知公平性的潜在影响。使用了一个2×2×2析因实验设计之间。八个基于场景的调查，以评估潜在的酒店客人如何应对三种不同的收入管理策略。结果本研究提供了一套酒店按照收益管理定价策略在多渠道销售方面的指导，同时提供收入管理与实证支持的建议，增加酒店收入。

KEYWORDS:

• Revenue management
• pricing strategy
• perceived fairness
• distribution channels