عناصر مشابهة
Exploring the Factors Affecting Rooms’ Discount Rate from the Egyptian Hotel Managers’ Perspective
| المصدر: | المجلة الدولية للتراث والسياحة والضيافة |
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| الناشر: |
جامعة الفيوم - كلية السياحة والفنادق
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| المؤلف الرئيسي: | |
| المجلد/العدد: | مج11, ع1 |
| محكمة: | نعم |
| الدولة: | مصر |
| التاريخ الميلادي: | 2017 |
| الصفحات: | 277 - 291 |
| ISSN: | 2636-4115 |
| رقم MD: | 979095 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | English |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| رابط المحتوى: |
| المستخلص: | It is necessary that hotel managers consider pricing as a strategic step than an automatic and rapid decision. Lack of an appropriate pricing strategy can lead to lower sales, lose customers and lose market share and profits. Hotel managers face a paradox in managing the differences between actual and expected demand in their daily reservations. While making changes in pricing, management takes control of identifying a problem, collecting data, and finally making a choice whether or not to discount. This study employs a ‘qualitative-quantitative’ as mixed method to explore how discount decisions are made from the Egyptian hotel managers' perspective, and to explore the role of human judgment based on which factors in the decision-making process. An exploratory study was used to examine the discount decision-making process to understand the factors that are most relevant in making discount decisions and how factors differ among hotel managers. According to the Egyptian Hotel Guide (2013), there were 33 five-star hotels in Cairo. A total of 21 usable surveys were collected (63% of the hotel managers). A questionnaire form was distributed randomly among general managers in five-star hotels in Cairo. The questionnaires are provided both on paper and over the internet. Hotel managers should have a better understanding of the way in which their rooms are related to contextual conditions. Each hotel should identify itself in a given segment and pay close attention to room characteristics when making a discount choice. The results highlighted that the majority of managers ‘agree’ with many factors that affecting the room discount rate. In more details, examining the mean values, it is found that ‘Economic and political crisis’ comes in the first rank (mean=4.43), followed by ‘Stability and security’ and ‘Chain or independent hotel’ (mean=4.38), then ‘Booking window’ and ‘Competitive response to your pricing changes’ (mean=4.29), ‘Market Trends’ (mean=4.24), ‘Competitors’ room rates’ and ‘Market Demand’ (mean=4.19), ‘Government regulation’ (mean=4.14), ‘Consumer purchasing habits’ and ‘Seasonality’ (mean=4.10). The lesson that hotel managers should have learnt from January revolution is that rate reductions do not necessarily create demand. Further, travel demand takes time to return sometimes. |
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