[FONT="]Table of Contents

[FONT="]Chapter Title

[FONT="] Acknowledgement i

[FONT="] Abstract ii

[FONT="] Table of contents iii

[FONT="] List of tables v

[FONT="] List of figures vi[FONT="]

[FONT="]I.[FONT="] INTRODUCTION [FONT="] [FONT="]1[FONT="]

[FONT="]1.1 Background [FONT="]1[FONT="]

[FONT="]1.2 Objectives of the study [FONT="]2[FONT="]

[FONT="]1.3 Research framework [FONT="]3[FONT="]

[FONT="]1.4 Research methodology [FONT="]4[FONT="]

[FONT="] 1.4.1 Data collection [FONT="]4[FONT="]

[FONT="] 1.4.2 Method of analysis [FONT="]4[FONT="]

[FONT="]1.5 Scope and limitations of the research [FONT="]5[FONT="]

[FONT="]1.6 Organization of the study [FONT="]5[FONT="]

[FONT="]II.[FONT="] HOTEL YIELD MANAGEMENT [FONT="]6[FONT="]

[FONT="]2.1 General issues in managing revenue in hotel: [FONT="]6[FONT="]

[FONT="] 2.1.1 Main operating activities directly affect revenue management [FONT="]6[FONT="]

[FONT="] 2.1.2 The nature of problems in managing revenue in hotel. [FONT="]7[FONT="]

[FONT="]2.2 Basic concepts of yield management [FONT="]9[FONT="]

[FONT="] 2.2.1 Concepts of Yield management [FONT="]9[FONT="]

[FONT="] 2.2.2 Appropriate situation for effective yield management application [FONT="]10[FONT="]

[FONT="] 2.2.3 Main Components of yield management system [FONT="]11[FONT="]

[FONT="] 2.2.4 Hotel industry applications [FONT="]11[FONT="]

[FONT="] 2.2.5 Managerial implications of yield management systems [FONT="]13[FONT="]

[FONT="]2.3 Yield management solutions for hotel problems [FONT="]15[FONT="]

[FONT="] 2.3.1 The overbooking problems [FONT="]15[FONT="]

[FONT="] 2.3.2 The pricing problems [FONT="]16[FONT="]

[FONT="] 2.3.3 Capacity allocation problems [FONT="]17[FONT="]

[FONT="] 2.3.4 Segmentation problems [FONT="]17[FONT="]

[FONT="] 2.3.5 Conclusion [FONT="]18[FONT="]

[FONT="]III.[FONT="] [FONT="]OVERVIEW OF THE HUU NGHI HOTEL [FONT="] [FONT="]19[FONT="]

[FONT="]3.1 Overview of hotel industry in HaiPhong city [FONT="]19[FONT="]

[FONT="] 3.1.1 HaiPhong City [FONT="]19[FONT="]

[FONT="] 3.1.2 The hotel industry [FONT="]19[FONT="]

[FONT="]3.2 The HuuNghi hotel: [FONT="]20[FONT="]

[FONT="] 3.2.1 General description [FONT="]20[FONT="]

[FONT="] 3.2.2 Yield management related practices: [FONT="]24[FONT="]

[FONT="] 3.2.3 Analysis of revenue performance: [FONT="]29[FONT="]

[FONT="] 3.2.4 Evaluation of current operating practices [FONT="]30[FONT="]

[FONT="] 3.2.5 Identification of areas for improvement [FONT="]31[FONT="]

[FONT="]IV.[FONT="] [FONT="]DEMAND ANALYSIS FOR THE HOTEL[FONT="] [FONT="]32[FONT="]

[FONT="]4.1 Customer profile [FONT="]32[FONT="]

[FONT="] 4.1.1 Segmentation [FONT="]32[FONT="]

[FONT="] 4.1.2 Average rate and contribution of each segment [FONT="]33[FONT="]

[FONT="] 4.1.3 Guest Characteristics [FONT="]33[FONT="]

[FONT="]4.2 Affects of the current segmentation practice on operational decisions [FONT="]35[FONT="]

[FONT="]4.3 A modified segmentation scheme [FONT="]36[FONT="]

[FONT="]4.4 Demand pattern [FONT="]37[FONT="]

[FONT="] 4.4.1 Seasonal pattern [FONT="]37[FONT="]

[FONT="] 4.4.2 Daily pattern [FONT="]39[FONT="]

[FONT="]4.5 Conclusion [FONT="]40[FONT="]

[FONT="]V. [FONT="] [FONT="]PROPOSED YIELD MANAGEMENT APPLICATIONS FOR THE HOTEL[FONT="]41[FONT="]

[FONT="]5.1 Assess conditions for applying Yield management: [FONT="]41[FONT="]

[FONT="] 5.1.1 Favorable conditions: [FONT="]41[FONT="]

[FONT="] 5.1.2 Constraints: [FONT="]41[FONT="]

[FONT="] 5.1.3 How should yield management be applied in the hotel? [FONT="]42[FONT="]

[FONT="]5.2 A pricing policy proposal: [FONT="]42[FONT="]

[FONT="] 5.2.1 General issues: [FONT="]42[FONT="]

[FONT="] 5.2.2 Pricing policies: [FONT="]43[FONT="]

[FONT="]5.3 Managerial implications: [FONT="]45[FONT="]

[FONT="] 5.3.1 Group room sales [FONT="]45[FONT="]

[FONT="] 5.3.2 Transient room sales: [FONT="]45[FONT="]

[FONT="]VI.[FONT="] [FONT="]CONCLUSIONS [FONT="]46[FONT="