Browsing by Author "Lee, Seung Hyun"
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- How hotel managers decide to discount room rates: A conjoint analysis [Summary]Lee, Seung Hyun (Virginia Tech, 2016-01)Hoteliers face a paradox in managing the differences between actual and expected demand in their daily operations. While making adjustments in pricing, management takes control of identifying a problem, collecting/interpreting information, and finally making a choice whether or not to discount. The role management plays in influencing the pattern of shifting demand in relation to room rates needs to be addressed. The purpose of this study was to explore how discount choices are made by hotel managers and to investigate the role of human judgment based on contextual factors in the decision-making process. A conjoint analysis was used to examine the discount decision-making process.
- The Role Demographics Have on Customer Involvement in Obtaining a Hotel Discount and Implications for Hotel Revenue Management Strategy [Summary]Lee, Seung Hyun; Bai, Billy; Murphy, Kevin S. (Virginia Tech, 2012-06-15)This study attempted to focus attention back on identifying consumers based on certain demographics. The purpose of this study was to examine the role of gender, age, education, and income in influencing consumer's level of involvement in obtaining a hotel discount.