Metrika članka

  • citati u SCindeksu: 0
  • citati u CrossRef-u:0
  • citati u Google Scholaru:[=>]
  • posete u poslednjih 30 dana:15
  • preuzimanja u poslednjih 30 dana:1
članak: 1 od 1  
Back povratak na rezultate
Ekonomika preduzeća
2019, vol. 67, br. 3-4, str. 273-281
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 08/07/2019
doi: 10.5937/EKOPRE1904273B
Dinamičko upravljanje cenama - teorija ili stvarnost za tržišta u razvoju - studija slučaja Srbije
Univerzitet Singidunum, Fakultet za turistički i hotelijerski menadžment, Beograd

Sažetak

Revenue management (RM) je tehnika koja se u hotelijerstvu koristi vise od 3 decenije. Korporativni hotelski lanci iz Severne Amerike su počeli da koriste ove principe već u ranim 80-tim godinama prošlog veka [13]. Osnovni principi RM-a nalaze se u dinamičkom upravljanju cenama u kojima predviđanje tražnje igra ključnu ulogu. Danas, gotovo 40 godina nakon pojave RM-a, pojedina tržišta još uvek nisu uspešno implementirala RM principe u svoje poslovanje, kako na operativnom, tako i na strateškom nivou. Ovo istraživanje je sprovedeno prateći cenovnu politiku srpskih hotela u periodu od 2013-2017. godine. Srpsko tržište je brzo rastuće turističko tržište koje beleži više stope rasta turističkog prometa u odnosu na evropski i svetski prosek. Ipak, Srbija je još uvek tržište u razvoju gledajući ukupan nivo razvoja turizma. Rezultati ovog istraživanja pokazuju da menadžeri hotela u Srbiji upravljaju svojim cenama na mesečnom nivou, dok se RM na nedeljnom i dnevnom nivou koristi jako malo. Pored vremenskog okvira, istraživanje pokazuje da odluke o cenama dominantno zavise od rasta ponude, koja je, kako je u istraživanju pokazano, prilično statična u odnosu na tražnju. Jednostavno rečeno, hotelijeri u Srbiji obraćaju véću pažnju na kretanja na strani ponude u odnosu na tražnju. Rezultati istraživanja takođe ukazuju da tržište karakteriše snažan pad u prosečnoj naplaćenoj ceni sobe (ADR). Ipak, pad ADR-a još uvek dovodi do rasta ukupnog prihoda. Međutim, turistička tražnja pokazalaje značajne intervale cenovne neelastičnosti u kojima je izgubljen potencijalni prihod zbog neadekvatne cenovne politike. Stoga, mi zagovaramo širu upotrebu RM principa kako bi se maksimizirali efekti pozitivnih trendova koje Srbija beleži u dolascima i noćenjima turista u poslednjih 10 godina.

Ključne reči

revenue management; dinamičko upravljanje cenama; srpski hoteli

Reference

*** (2018) Journal of Revenue and Pricing Management, Palgavre Macmillan, https://www.Palgrave.com/Gp/Journal/41272
Baker, T.K., Collier, D.A. (2003) The benefits of optimising prices to manage demand in hotel revenue management systems. Production and Operations Management, 12(4), 502-518
Choi, S., Kimes, S.E. (2002) Electronic distribution channels' effect on hotel revenue management. Cornell University School of Hotel Administration: The Scholarly Commons
Cross, R. (1997) Revenue management, hardcore tactics for market domination. New York: Broadway Books
Đuričin, D., Vuksanović-Herceg, I. (2018) Digital Serbia: Economic context adjustments for double GDP. Ekonomika preduzeća, vol. 66, br. 1-2, str. 19-41
Horvat-Brborović, S. (2015) Što je to Revenue Management i kako se provodi u praksi?. http://www.Hotelijer.Hr/Sto-Je-To-Revenue-Management-I-Kako-Se-Provodi-U-Praksi
Inderscience Publishers (2018) International Journal of Revenue Management, http://www.Inderscience.com/Jhome.Php?Jcode=|jrm
Ivanov, S. (2014) Hotel revenue management from theory to practice. Varna: Zangador
Kasilingam, R. (1997) Air cargo revenue management: Characteristics and complexities. European Journal of Operational Research, 96(1), 36-44
Kimes, S. (1994) Perceived fairness of yield management. Cornell Hotel and Restaurant Administration Quarterly, 35(1), 22-29
Kimes, S. (2008) Hotel revenue management: Today and tomorrow. New York: Cornell University
Kimes, S. (2013) Revenue management: A retrospective. u: The Scholarly Commons
Kimes, S., McGuire, K. (2001) Function-space revenue management: A case study from Singapore. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 33-46
Kimes, S.E., Wirtz, J. (2003) Perceived fairness of revenue management in the US golf industry. Journal of Revenue and Pricing Management, 1(4), 332-344
Knežević, M., Čerović, S., Borovčanin, D., Unković, A. (2017) The use of IPA in the analysis of customer satisfaction in the hotel industry. Ekonomika preduzeća, vol. 65, br. 3-4, str. 245-258
Kumar, R., Ramachandran, P. (2016) Revenue management in remanufacturing: Perspectives, review of current literature and research directions. International Journal of Production Research, 54(7), 2185-2201
McGill, J.I., van Ryzin, G.J. (1999) Revenue management: Research overview and prospects. Transportation Science, 33(2), 233-256
McGuire, K., Noone, B., Rohlfs, K. (2011) Social media meets hotel revenue management: Opportunities, issues and unanswered questions. Journal of Revenue and Pricing Management, 293-305
Mihalič, T., Buhalis, D. (2013) ICT as a new competitive advantage factor: Case of small transitional hotel sector. Economic and Business Review, 33-56
Ministry Of Trade Tourism And Telecommunications (2018) http://Mtt.Gov.Rs/Sektori/Sektor-Za-Turizam/Korisne-Informacije-Turisticki-Promet-Srbija-Kategorizacija
Muller-Bungart, M., Kimms, A. (2006) Revenue management for broadcasting commercials: The channel's problem of selecting and scheduling the advertisements to be aired. International Journal o f Revenue Management. Tourism
Petković, G., Pindžo, R., Agić-Molnar, M. (2018) Digital economy and (non) incremental changes in tourism and retail business model. Ekonomika preduzeća, vol. 66, br. 1-2, str. 151-165
Pigou, C.A. (1932) The economics o f welfare. London: Macmillan and Co
Pitić, G., Savić, N., Verbić, S. (2018) Digital transformation and Serbia. Ekonomika preduzeća, vol. 66, br. 1-2, str. 107-119
Rothstein, M. (1971) An airline overbooking model. Transportation Science, 5(2), 180-192
Statistical Office Of The Republic Of Serbia (2018) Statistical pocketbook of the Republic of Serbia 2018. Belgrade
Str Global (2018) https://www.Strglobal.com/About
UNWTO (2011) Tourism towards 2030, global overview. Madrid
Vinod, B. (2004) Unlocking the value of revenue management in the hotel industry. Journal of Revenue and Pricing Management, 3(2), 178-190
Weatherford, L. (2009) Survey results from airlines that use revenue management software systems. Journal of Revenue and Pricing Management, 8(4), 323-329
World Travel Tourism Council (2018) Travel and tourism economic impact. WTTC