観光施設における割引券を利用したイールド・マネジメントの可能性

抄録

Hospitality and tourism service firms need to consider yield management to maximize the revenue of their business. This study aims to examine the effects of discount tickets which are distributed at ski resorts from yield management perspective. The authors set three research questions; 1) Are discount tickets being used more frequently during off-peak season than peak season? 2) Are there any correlations between amount of using discount tickets and service usage level at ski resorts? 3) Do various price settings of discount tickets contribute to increased revenue? The results show that discount tickets are used more frequently during peak season than off-peak season. At the same time, the results suggest that distributing discount tickets at off-peak season are playing the important role of generating revenue. Additionally, settings of various discount pricing have the possibility of an improvement in earnings.