CENA A CENOVÉ STRATÉGIE V HOTELOCH V ČASE RECESIE
PRICE AND PRICE STRATEGIES IN HOTELS DURING RECESSION

Author(s): Jana Piteková, Magdaléna Josková
Subject(s): Supranational / Global Economy, Business Economy / Management, Financial Markets, Accounting - Business Administration, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: price; price strategy; microeconomic models of pricing;
Summary/Abstract: The economic crisis affected also tourism and caused the decrease of demand for hotel services in Slovakia. Hoteliers should respond to this situation by adaptation of price and price strategies. From all the marketing tools, it is price that reacts the most sensitive to external and internal changes of conditions at the market. The objective of the article is to define possible approaches to the pricing in hotels during the recession; we come out from the microeconomics models of maximizing profit. We characterize the yield management and clarify the costs and demand orientated strategies, consumer value added, competition strategy, strategy of price discrimination, graduation pricing strategy and the strategy of two component prices. We suggest the use of appropriate models according to the specified conditions.

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