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  1. 1 Turystyka Kulturowa

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  1. 1 Pawlicz A.

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  1. 1 2012

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Zastosowanie technik yield management w komercjalizacji turystyki kulturowej

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Pawlicz A.
Turystyka Kulturowa
|
2012
|
issue 1
5-18
EN
Airlines and hotel chains have long been increasing revenues using yield management which is price discrimination allowing them to sell services at different prices to various market segments. The basic condition for using the yield management technique is the service character of the product and the constant potential. This condition is also fulfilled in case of a large group organizations dealing with commercialization of cultural tourism sites. Therefore, theoretically thinking, this type of organizations could also increase their revenues using the yield management technique. The article presents both the potential and constraints connected with the use of yield management in the sites dealing with cultural tourism commercialization. The possibility of generating additional revenue is essential in crisis times when subsidies granted by public entities must be replaced by financial resources generated on their own by the entities managing the cultural tourism sites. For these organizations, yield management is an alternative to other ways of generating additional funds for their statutory activities.
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