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논문 기본 정보

자료유형
학술저널
저자정보
저널정보
한국호텔관광학회 호텔관광연구 호텔관광연구 제16권 제4호 (통권 제55권)
발행연도
2014.7
수록면
358 - 374 (17page)

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This study investigated types of incentives to induce customers`` shift time-variable demand in terms of revenue management strategy, and identified preferred incentive types by customers`` demographics(gender, age, marriage, education, occupation, and monthly income) and behavioral characteristics(companion type, motivation, preferred time, and preferred date). Moreover, it was identified how customers`` preference for incentive types affected on their shift time-variable demand. The results indicated that significant differences were found in customers`` gender, age, and monthly income for preferred incentive types. With regard to behavior characteristics, price incentive showed significant differences in every behaviour characteristic(companion type, motivation, and preferred date and time), while premium incentive showed significant differences in motivation and preferred date. It also found that customers visiting a fine dining restaurant were more likely to prefer premium incentive. For the use of shift time­variable demand in a restaurant operation, price incentive was identified as an effective tactic presented as free or discounted drinks, dissert vouchers(coupons), discount meals, and a cash discount etc.

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