Revenue Management in Hotels: Analysis of Research in Türkiye

Abstract

Revenue management in hotel businesses is a fundamental and strategic marketing and management approach focusing on selling hotel rooms to various customer groups with differential prices under certain circumstances. The most frequent application in the industry is to arrange different levels of occupancies and prices according to the seasonal conditions. However, with the development and diversification of sales and distribution channels based on internet technologies, this approach has gained a wider and richer spectrum. In line with this emerging situation, the aim of this study addresses at analysing research on revenue management in hotel businesses in Türkiye and offering recommendations for future research as a result of situational analysis. The study includes the analysis of graduate dissertations and papers completed in Türkiye. From the years 1998 of the first dissertation and 2000 of the first academic paper, the academic works with revenue management in hotels, the study reports that 18 dissertations and 23 academic papers were published. The systematic literature analysis of those publications reveals the dominance of quantitative studies and increasing trend in the period of years between 2020-2022 with a focus on current trends in the world. The study also underlines the necessity to increase hotel-related revenue management research in the country as per its tourism potential and hotel capacity. In addition, this topic is presented as an emerging field to inspire future studies in line with the recent global trends and technological advances.