Tratamiento de Capacity Management e Inventory Management en manuales de Revenue Management

75$7$0,(172'(&$3$&,7<0$1$*(0(17(,19(1725< 0$1$*(0(17(10$18$/(6'(5(9(18(0$1$*(0(17 5()(5(1&(672&$3$&,7<0$1$*(0(17$1',19(1725< 0$1$*(0(17,15(9(18(0$1$*(0(17+$1'%22.6 6iQFKH]/R]DQR*ORULD3&KiYH]0LUDQGD( 8QLYHUVLGDGGH6HYLOOD 'HSDUWDPHQWRGH(FRQRPtD)LQDQFLHUD\'LUHFFLyQGH2SHUDFLRQHV )DFXOWDGGH&LHQFLDV(FRQyPLFDV\(PSUHVDULDOHV 6HYLOOD  JVDQFKH]#XVHVHVWKHU#XVHV Impulso al Desarrollo Econónmico a través del Turismo 325 $FFLyQILQDQFLDGDSRUHO933,86 VIII Jornadas de Investigación en Turismo 326 5(680(1 5HYHQXH 0DQDJHPHQW 50 HV XQD GLVFLSOLQD DPSOLDPHQWH H[WHQGLGD HQ HO VHFWRU WXUtVWLFR TXH HVWi UHODFLRQDGD FRQ ORV VLVWHPDV GH UHVHUYDV D WUDYpV GH LQWHUQHW SRU WHOpIRQR R LQ VLWX TXH KDELWXDOPHQWH XWLOL]DQ ORV WXULVWDV SDUD FRQVXOWDU R KDFHU SHWLFLRQHVGHKDELWDFLRQHVDKRWHOHVDVLHQWRVGHDHUROtQHDVRGHRWURVVHUYLFLRV(VXQD ILORVRItD GH JHVWLyQ TXH FRPELQD JHVWLyQ GH FDSDFLGDG GH GHPDQGD \ GH SUHFLRV LQWHQWDQGRHQWRGRPRPHQWR\DORODUJRGHOWLHPSRFRQVHJXLUODPi[LPDUHQWDELOLGDG \RLQJUHVR &DSDFLW\ 0DQDJHPHQW &0 HV OD SDUWH GH 5HYHQXH 0DQDJHPHQW HQFDUJDGD GH OD JHVWLyQHQJHQHUDOGHODFDSDFLGDGGHODHPSUHVDHLQFOX\HFRPRPDWHULDVGHHVWXGLROD RSWLPL]DFLyQHQODGLYLVLyQGHODFDSDFLGDGDVLJQDFLyQGHXQLGDGHVGHFDSDFLGDGSDUDOD YHQWDHQFDGDVHJPHQWRGHPHUFDGRODJHVWLyQGHFDQFHODFLRQHVQRFXPSOLGRUHVQR VKRZV \ RYHUERRNLQJ DGHPiV GH ODV WpFQLFDV TXH SHUPLWHQ OD REWHQFLyQ GH YDORUHV ySWLPRV HQ OD JHVWLyQ GH FDSDFLGDG HQ JHQHUDO \ HQ OD JHVWLyQ GH LQYHQWDULR HQ SDUWLFXODU (VWD LQYHVWLJDFLyQ VH FHQWUD HQ HO HVWXGLR GH ORV FRQRFLPLHQWRV FRQVLGHUDGRV FRQVROLGDGRV HQ HVWD PDWHULD 3DUD HOOR VH UHDOL]D XQ HVWXGLR GH FRQWHQLGR GH ORV DSDUWDGRVGHGLFDGRVD&DSDFLW\0DQDJHPHQWHQORVPDQXDOHVGH50SXEOLFDGRVDQLYHO QDFLRQDO H LQWHUQDFLRQDO /RV UHVXOWDGRV VRQ HVSHFLDOPHQWH ~WLOHV WDQWR SDUD LQYHVWLJDGRUHV FRPR SURIHVLRQDOHV TXH GHVHHQ FRQRFHU OD DPSOLWXG GH FRQWHQLGR \ GLYHUVLGDGGHWpFQLFDVDSOLFDGDVHQHVWDGLPHQVLyQGH50 3$/$%5$6&/$9( 5HYHQXHPDQDJHPHQWJHVWLyQGHODFDSDFLGDGGLYLVLyQGHODFDSDFLGDGRYHUERRNLQJ HVWXGLRELEOLRJUiILFRPDQXDOHV Impulso al Desarrollo Econónmico a través del Turismo 327 $%675$&7 5HYHQXH0DQDJHPHQW50LVDZLGHVSUHDGGLVFLSOLQHLQWKHWRXULVPVHFWRUZKLFKLV UHODWHGWRERRNLQJV\VWHPVW\SLFDOO\XVHGE\FXVWRPHUVLQRUGHUWRFKHFNDYDLODELOLW\RU WRERRNKRWHOURRPVIOLJKWVHDWVRURWKHUVHUYLFHVWKURXJKWKH,QWHUQHWRQWKHSKRQHRU SHUVRQDOO\ 50 LV D SKLORVRSK\ IRU EXVLQHVV PDQDJHPHQW WKDW FRPELQHV FDSDFLW\ GHPDQGDQGSULFHPDQDJHPHQWDLPLQJHLWKHUIRUWKHPD[LPXPSURILWDELOLW\RUUHYHQXH WKURXJKRXWWLPH &DSDFLW\ 0DQDJHPHQW &0 LV WKH VHFWLRQ RI 5HYHQXH 0DQDJHPHQW LQ FKDUJH RI KDQGOLQJ ZLWK WKH FDSDFLW\ RI WKH FRPSDQ\ ,W LQFOXGHV DV ILHOGV RI VWXG\ WKH RSWLPL]DWLRQRIFDSDFLW\GLYLVLRQWKHDOORFDWLRQRIFDSDFLW\XQLWVIRUVDOHWRWKHYDULRXV PDUNHWVHJPHQWVDVZHOODVGHDOLQJZLWKFDQFHOODWLRQVQRVKRZVDQGRYHUERRNLQJ,Q JHQHUDOWHUPVLWDOVRWDNHVLQWRFRQVLGHUDWLRQWKHQHFHVVDU\WHFKQLTXHVWRREWDLQRSWLPDO YDOXHVLQFDSDFLW\PDQDJHPHQWDQGPRUHVSHFLILFDOO\LQYHQWRU\PDQDJHPHQW 7KH SUHVHQW UHVHDUFK IRFXVHV RQ WKH VWXG\ RI WKH NQRZOHGJH FRQVLGHUHG WR EH FRQVROLGDWHG LQ WKLV ILHOG )RU WKLV SXUSRVH D VWXG\ RI WKH FRQWHQWV GHYRWHG WR &0 LQFOXGHG LQ ERWK QDWLRQDO DQG LQWHUQDWLRQDO 50 KDQGERRNV ZLOO EH FDUULHG RXW 7KH UHVXOWVSUHVHQWHGDUHRI VSHFLDOXWLOLW\IRUUHVHDUFKHUVDQGSURIHVVLRQDOVZLOOLQJWREH DFTXDLQWHGZLWKWKHH[WHQWRI WKH FRQWHQWVDQGWKHGLYHUVHWHFKQLTXHV DSSOLHG WRWKLV GLPHQVLRQRI50 .(<:25'6 5HYHQXH PDQDJHPHQW FDSDFLW\ PDQDJHPHQW LQYHQWRU\ PDQDJHPHQW DOORFDWLRQ FDSDFLW\RYHUERRNLQJELEOLRPHWULFUHYLHZKDQGERRNV VIII Jornadas de Investigación en Turismo 328 75$7$0,(172'(&$3$&,7<0$1$*(0(17(10$18$/(6'( 5(9(18(0$1$*(0(17  ,1752'8&&,Ï1 5HYHQXH0DQDJHPHQW50FRQRFLGRHQVXVLQLFLRVFRPR<LHOG0DQDJHPHQWWLHQHVX RULJHQHQHOVHFWRUWXUtVWLFROLJDGRDODVDHUROtQHDVDPHULFDQDV6PLWK/HLPNXKOHU 'DUURZ$SDUWLUGHDKtVHH[WLHQGHDRWURVWLSRVGHHPSUHVDVWXUtVWLFDVFRPR KRWHOHV -RQHV  -DUYLV HW DO  &RPLVLyQ (XURSHD  /XFLDQL  +X\WRQ \ 7KRPDV \ 8SFKXUFK HW DO  \  \ HPSUHVDVGHDOTXLOHU GH YHKtFXORV *HUDJKW\  -RKQVRQ  SUHVHQWDQGR RSRUWXQLGDGHV GH DSOLFDFLyQ \D FRQWUDVWDGDV HQ QXPHURVRV VHFWRUHV GH VHUYLFLRV R GH PDQXIDFWXUDV.LPHV&KDVH &KRL /HH \  1JRQ]L  .LPHV  6LJXDZ .LPHV \ *DVVHQKHLPHU  3LQGHU(OLPDP\'RGLQ6LELHQHVWRHVDVtHOPD\RUGHVDUUROORVHKD SURGXFLGR\FRQWLQ~DHVWDQGROLJDGRDOVHFWRUWXUtVWLFR\SRUHOORQRVJXVWDUtDUHVDOWDUOD LPSRUWDQFLD GH HVWH VHFWRU FRPR PD\RU H[SRQHQWH GHO VHFWRU VHUYLFLRV \ SULQFLSDO EHQHILFLDULRGHOGHVDUUROORGHLQYHVWLJDFLRQHVHQFDPLQDGDVDODPHMRUDGHVXJHVWLyQ 50 HVWi DFWXDOPHQWH FRQVLGHUDGD FRPR XQD ILORVRItD GH JHVWLyQ &KiYH] 0LUDQGD \ 5XL]-LPpQH]7DOyQ%DOOHVWHURVHWDOTXHSHUPLWHODJHVWLyQFRQMXQWDGH ODFDSDFLGDGODGHPDQGD\ORVSUHFLRVLQWHQWDQGRHQWRGRPRPHQWR\DORODUJRGHO WLHPSRFRQVHJXLUODPi[LPDUHQWDELOLGDG\RLQJUHVR /D*HVWLyQGHOD&DSDFLGDG&DSDFLW\ 0DQDJHPHQW HQDGHODQWH&0HVODSDUWHGH 5HYHQXH0DQDJHPHQWUHODFLRQDGDFRQODJHVWLyQGHLQYHQWDULRKDELWDFLRQHVQRFKHHQHO KRWHO DVLHQWRUXWDGtD HQ DHUROtQHDV \ VX RSWLPL]DFLyQ 7DOOXUL \ 9DQ 5\]LQ  3KLOOLSV  'H IRUPD UHVXPLGD SRGHPRV GHFLU TXH VH HQFDUJD GH GHWHUPLQDU HO Q~PHUR ySWLPR GH KDELWDFLRQHV GH FDGD WLSR D FRPHUFLDOL]DU HQ FDGD PRPHQWR GHO WLHPSR \ HQ FDGD FDQDO GH GLVWULEXFLyQ HQ HO VHFWRU KRWHOHUR \ GH VX DVLJQDFLyQ GHSHQGLHQGR GHO SHUILO GHO FOLHQWH HQWUH RWURV IDFWRUHV &RQWHPSOD ODV iUHDV GH FRQWHQLGR GH JHVWLyQ GH LQYHQWDULR GLYLVLyQ \ DVLJQDFLyQ GH ODFDSDFLGDG\ RYHUERRNLQJ Impulso al Desarrollo Econónmico a través del Turismo 329 (QHVWHWUDEDMRVHDQDOL]DHOWUDWDPLHQWROD*HVWLyQGHOD&DSDFLGDGHQORVPDQXDOHVGH 50&RQHOSURFHVRGHDQiOLVLVHVSHUDPRVUHIOHMDU\GHWHUPLQDUHOJUDGRGHGHVDUUROOR GHODVLQYHVWLJDFLRQHVDFDGpPLFDVVREUH&0SODVPDGDVHQOLEURVVREUHHVWDWHPiWLFD(O HVWXGLRFRQWHPSODWDQWRHOiPELWRQDFLRQDOFRPRLQWHUQDFLRQDO\WUDWDUiGHDSRUWDUOX]D ODSURSXHVWDGHQXHYDVLQYHVWLJDFLRQHVHQHVWDOtQHD /DH[SRVLFLyQVHJXLUiXQDHVWUXFWXUDFRQYHQFLRQDOFRPHQ]DQGRFRQXQDLQWURGXFFLyQ GRQGHVHMXVWLILFDUiODUHOHYDQFLDGHOVHFWRUSULQFLSDOPHQWHEHQHILFLDULRGHORVUHVXOWDGRV \FHQWUDUiHOWHPDGHLQYHVWLJDFLyQODPHWRGRORJtDHVFRJLGDGRQGHVHH[SOLFDUiQORV SDVRVUHDOL]DGRVSDUDHOHVWXGLRGHORVPDQXDOHVHODQiOLVLVSURSLDPHQWHGLFKRDFHUFD GHOWUDWDPLHQWRGHORVFRQFHSWRVGH*HVWLyQGH,QYHQWDULR,0,QYHQWRU\0DQDJHPHQW \*HVWLyQGHOD&DSDFLGDG&0HQPDWHULDGH5HYHQXH0DQDJHPHQWHQORVGLVWLQWRV PDQXDOHV FRQVXOWDGRV \ ILQDOPHQWH HO DSDUWDGR TXH UHFRJHUi ODV SULQFLSDOHV FRQFOXVLRQHV TXH VH GHULYDQ GHO HVWXGLR MXQWR FRQ OD SURSXHVWD GH IXWXUDV OtQHDV GH LQYHVWLJDFLyQ  ,PSRUWDQFLDGHO7XULVPR (VSDxDVLJXHVLHQGRXQDGHODVSRWHQFLDVWXUtVWLFDVPiVLPSRUWDQWHVDQLYHOPXQGLDO 6HJ~QORVGDWRVTXHSURSRUFLRQDOD2UJDQL]DFLyQ0XQGLDOGHO7XULVPR207 HQRFXSDHOWHUFHUSXHVWRHQHOUDQNLQJPXQGLDOHQFXDQWRDQ~PHURGHOOHJDGDV\ ODVHJXQGDSRVLFLyQHQFXDQWRDLQJUHVRVFRQWDQGRFRQFLQFRPLOORQHVGHOOHJDGDVPiV TXH &KLQD \ VXSHUDQGR D )UDQFLD HQ PiV GH FXDWUR PLOORQHV GH GyODUHV GHLQJUHVRV 7DEOD  'HVWDFDPRV WDPELpQ HO FUHFLPLHQWR SRVLWLYR HQ ORV GRV SDUiPHWURV FRQ UHVSHFWRDODxRDQWHULRU 6LQ GXGD VHJXLPRV PDQWHQLHQGR XQD SRVLFLyQ SULYLOHJLDGD FRQ UHVSHFWR D QXHVWURV FRPSHWLGRUHV \D TXH XQD JUDQ PD\RUtD GH WXULVWDV VLJXHQ SUHILULHQGR (VSDxD FRPR GHVWLQRSDUDVXVYDFDFLRQHV VIII Jornadas de Investigación en Turismo 330 7DEOD5DQNLQJPXQGLDOGHGHVWLQRVSRUOOHJDGDVHLQJUHVRV )XHQWH(ODERUDGDDSDUWLUGHORVGDWRVSURSRUFLRQDGRVSRUOD2UJDQL]DFLyQ0XQGLDOGHO7XULVPR   (VWD EXHQD SHUVSHFWLYD SDUHFH PDQWHQHUVH HQ JHQHUDO SDUD OD ]RQD (XURSD PHULGLRQDO0HGLWHUUiQHDOLGHUDGDDFWXDOPHQWHSRU(VSDxD,WDOLD7XUTXtD\*UHFLD\D TXHVHJ~QODVSUR\HFFLRQHVDSRUWDGDVSRUOD207HOQ~PHURGHOOHJDGDVSDUD HVWD]RQDDVFHQGHUiD\PLOORQHVSDUDORVDxRV\UHVSHFWLYDPHQWH $VXYH]HOWXULVPRHQ(VSDxDVHSRVLFLRQDFRPRVHFWRUFUHDGRUGHHPSOHR\FRPRXQR GHORVSLODUHVEiVLFRVGHQXHVWUDHFRQRPtD$VtORUHIOHMDQORVGDWRVSXEOLFDGRVSRUHO ,QVWLWXWR GH (VWXGLRV 7XUtVWLFRV 7XUHVSDxD  GRQGH HO Q~PHUR GH DILOLDGRV HQ DFWLYLGDGHV FDUDFWHUtVWLFDV GHO WXULVPR KRVWHOHUtD \ DJHQFLDV GH YLDMH VHUYLFLRV GH DORMDPLHQWRVHUYLFLRVGHFRPLGDV\EHELGDV\DJHQFLDVGHYLDMHVRSHUDGRUHVWXUtVWLFRV DOFDQ]DXQQ~PHURGHDOWDVODERUDOHVSUHVHQWDQGRFDVLXQGHFUHFLPLHQWR FRQUHVSHFWRDODxRDQWHULRUGDWRFRUUHVSRQGLHQWHDPDU]RGH  /RVGDWRVPDUFDGRVFRQVRQFLIUDVRGDWRVSURYLVLRQDOHV(QOD6HULHOOHJDGDVGHWXULVWDVLQWHUQDFLRQDOHV 7) ³OOHJDGDVGHWXULVWDVLQWHUQDFLRQDOHVDODVIURQWHUDVH[FOXLGRVORVYLVLWDQWHVGHOGtD9) ³OOHJDGDVGHYLVLWDQWHV DODVIURQWHUDVLQFOXLGRVORVWXULVWDV\YLVLWDQWHVGHOGtD7+6 ³OOHJDGDVGHWXULVWDVLQWHUQDFLRQDOHVDKRWHOHV\ HVWDEOHFLPLHQWRVVLPLODUHV7&( ³OOHJDGDVGHWXULVWDVLQWHUQDFLRQDOHVDHVWDEOHFLPLHQWRVWXUtVWLFRVFROHFWLYRV´ /OHJDGDVGHWXULVWDVLQWHUQDFLRQDOHV ,QJUHVRVSRUWXULVPRLQWHUQDFLRQDO 'yODUHV((88 0RQHGDV ORFDOHV 0LOORQHV 9DULDFLyQ 0LOHVGH PLOORQHV 9DULDFLyQ 9DULDFLyQ 5DQNLQJ 6HULHV     5DQNLQJ       )UDQFLD 7)  1'  1' (VWDGRV 8QLGRV       (VWDGRV 8QLGRV 7)     (VSDxD       (VSDxD 7)    )UDQFLD       &KLQD 7)     &KLQD       ,WDOLD 7)     0DFDR &KLQD       7XUTXtD 7)     ,WDOLD       $OHPDQLD 7&(     7DLODQGLD       5HLQR 8QLGR 7)     $OHPDQLD       )HGHUDFLyQ GH5XVLD 7)     5HLQR 8QLGR       7DLODQGLD 7)     +RQJ .RQJ &KLQD       Impulso al Desarrollo Econónmico a través del Turismo 331 (VWRVYDORUHVVRQFRQVLVWHQWHVFRQORVDSRUWDGRVSRURWUDVIXHQWHVFRPR([FHOWXU TXH SDUD HO DxR  HVWLPD TXH OD SDUWLFLSDFLyQ GHO WXULVPR HQ HO 3,% QDFLRQDO UHSUHVHQWyHODWULEX\HQGRDOVHFWRUWXUtVWLFRHOGHOHPSOHRQDFLRQDO 7RGDVHVWDVFLIUDVYLHQHQDFRQVWDWDUHOSHVRGHOVHFWRUWXUtVWLFRHQODHFRQRPtDHVSDxROD \ODQHFHVLGDGGHVHJXLULPSXOVDQGRHOVHFWRUDSOLFDQGRODVPiVDYDQ]DGDVWpFQLFDVTXH H[LVWHQDGHPiVGHLQYHUWLUUHFXUVRVHQVXGHVDUUROORFRQWLQXDGR  5HYHQXH0DQDJHPHQW\&DSDFLW\0DQDJHPHQW 5HYHQXH0DQDJHPHQW50VHSXHGHGHVFULELUFRPRXQDILORVRItDGHJHVWLyQTXHVXUJLy HQHOVHQRGHODHPSUHVD$PHULFDQ$LUOLQHVHQORVDxRVGHOVLJOR;;\VHSODQWHD FRPRSULQFLSDOREMHWLYRODREWHQFLyQGHOPi[LPRLQJUHVR\RUHQWDELOLGDGSRVLEOHGHOD YHQWDGHFDGDXQLGDGGHLQYHQWDULRVRUHFXUVRHQJHQHUDO 50FRQVWLWX\HODEDVHGHORVVLVWHPDVGHUHVHUYDVGHVDUUROODGRVHQDTXHOORVPRPHQWRV TXH D~Q KR\ VLJXHQ WHQLHQGR UHSHUFXVLyQ \ FRQWLQ~DQ GHVDUUROOiQGRVH DXQTXH DFWXDOPHQWHVXDSOLFDFLyQDOFDQ]DQLYHOHVVXSHULRUHVGHFRPSOHMLGDG\DTXHFRPELQD GLIHUHQWHVGLPHQVLRQHVTXHKDQLGRHYROXFLRQDQGRHQHOWLHPSR.LPHVDE :HDWKHUIRUG\%RGLO\.LPHV\&KDVH\TXH7DOOXUL\9DQ5\]LQ\ &KLDQJ&KHQ\;X6HFRQRFHQFRPRHVWUDWHJLDVSUREOHPDVGH50DODVTXH WDPELpQ SRGUtDPRV GHQRPLQDU GLPHQVLRQHV GH 50 H LQFOX\HQ OD VHJPHQWDFLyQ GH FOLHQWHVR6HJPHQWDWLRQODJHVWLyQGHSUHFLRVR3ULFLQJODGHWHUPLQDFLyQGHSUHFLRVHQ FRQFUHWRPHGLDQWHVXEDVWDV$XFWLRQVODWUDGLFLRQDOJHVWLyQGHLQYHQWDULR,QYHQWRU\ 0DQDJHPHQW\VXHYROXFLyQPiVDFWXDO&DSDFLW\0DQDJHPHQWRJHVWLyQGHFDSDFLGDG \ODSDUWHUHODFLRQDGDFRQODUHDOL]DFLyQGHSUHYLVLRQHV\HVWLPDFLRQHVGHORVGLVWLQWRV SDUiPHWURVIRUHFDVWLQJ 7DQWR ORV FRQFHSWRV GH 50 FRPR ODV WpFQLFDV GHVDUUROODGDV \R DGDSWDGDV SDUD VX DSOLFDFLyQ GH IRUPD ySWLPD VH SXHGHQ DGHFXDU SDUD VHU DSOLFDGDV HQ RWURV WLSRV GH VHFWRUHV GLIHUHQWHV D ODV DHUROtQHDV HQ ORV TXH WDPELpQ VH UHDOL]DQ UHVHUYDV FRQ DQWHODFLyQDOGLVIUXWHGHOVHUYLFLRFRPRSXHGHQVHUODVHPSUHVDVGHDOTXLOHUGHFRFKHV ORVKRWHOHVHPSUHVDVGHUHVWDXUDFLyQGHFRQVXOWRUtDHGXFDFLyQHWF6LELHQFRPRVH KDPHQFLRQDGRDQWHULRUPHQWHVXGHVDUUROORHQHOVHFWRUWXUtVWLFRKDVWDODIHFKDHVWi PiVH[WHQGLGR VIII Jornadas de Investigación en Turismo 332 &HQWUiQGRQRVDKRUDHQHOFRQFHSWRGH&DSDFLW\0DQDJHPHQWSRGUtDGHFLUVHTXHWUDWD GHODJHVWLyQHQGHWDOOHGHODFDSDFLGDGGHODHPSUHVD\GHVXRSWLPL]DFLyQHLQFOX\H DVSHFWRV FRPR OD GLYLVLyQ GH OD FDSDFLGDG \ VX DVLJQDFLyQ &DSDFLW\ $OORFDWLRQ OD JHVWLyQ GHO 2YHUERRNLQJ MXQWR FRQ RWUDV SUREOHPiWLFDV SURSLDV GH ODV UHVHUYDV QR VKRZV \FDQFHODFLRQHVODJHVWLyQGHUHFXUVRVVLPSOHVVLQJOH UHVRXUFHVRP~OWLSOHV QHWZRUNUHVRXUFHVHOFRQWUROGHODFDSDFLGDGR&DSDFLW\&RQWURO\WRGDVODVWpFQLFDV TXHSHUPLWHQODREWHQFLyQGHYDORUHVySWLPRVGHFDSDFLGDGRGHORVUHFXUVRV %DViQGRQRV HQ ODV GHILQLFLRQHV SURSXHVWDV SRU ORV GLVWLQWRV DXWRUHV DFODUDPRV D FRQWLQXDFLyQDOJXQRVGHORVWpUPLQRVUHODFLRQDGRVFRQHOWUDWDPLHQWRGHOD*HVWLyQGHOD &DSDFLGDGHQPDWHULDGH5HYHQXH0DQDJHPHQW 3KLOOLSVDQRWDTXHFDSDFLW\DOORFDWLRQFRQFLHUQHDOSUREOHPDGHODGHWHUPLQDFLyQ GH FXiQWRV DVLHQWRV R KDELWDFLRQHV GH KRWHO R FRFKHV GH DOTXLOHU VH SRQGUiQ D GLVSRVLFLyQ GH FOLHQWHV TXH HVWiQ GLVSXHVWRV D SDJDU WDULIDV PiV HFRQyPLFDV FXDQGR H[LVWHODSRVLELOLGDGGHTXHVHDQVROLFLWDGRVHQHOIXWXURDSUHFLRVVXSHULRUHV3RUWDQWR FDSDFLW\DOORFDWLRQHVWiUHODFLRQDGRWDQWRFRQODGLYLVLyQGHODFDSDFLGDGFRPRFRQOD SRVWHULRU DVLJQDFLyQ GH ORV GLVWLQWRV JUXSRV R FXSRV D ORV GLVWLQWRV VHJPHQWRV GH PHUFDGR 7UDQWHU HW DO  GHILQHQ OD &DSDFLGDG FRPR OD FDQWLGDG GH HVSDFLR ItVLFR GLVSRQLEOH SDUD VHU RFXSDGR 'HILQLFLyQ TXH KD GH FRPSOHWDUVH UHILULHQGR GLFKD PDJQLWXGDXQSHUtRGRWHPSRUDOGHWHUPLQDGR/RVDXWRUHVFRQWLQ~DQDILUPDQGRTXHHQ HOFDVRGHORVSURGXFWRVPDQXIDFWXUDGRVODFDSDFLGDGWDPELpQSXHGHUHIHULUVHDOQ~PHUR Pi[LPR GH XQLGDGHV TXH XQD RUJDQL]DFLyQ SXHGH SURGXFLU R DOPDFHQDU FRPR LQYHQWDULR,QYHQWRU\ 0DQDJHPHQW SRU VXSDUWH HVWi UHODFLRQDGR FRQ HO FRQWUROGHO Q~PHURGHXQLGDGHV\ODGLVSRQLELOLGDGGHELHQHV\VHUYLFLRVTXHVHPXHVWUDQHQORV GLYHUVRVFDQDOHVGHGLVWULEXFLyQ7DQWRDFRUWRFRPRDODUJRSOD]RODVHVWUDWHJLDVGH JHVWLyQGHODFDSDFLGDGHLQYHQWDULRVRQQHFHVDULDVSDUDRSWLPL]DUORVLQJUHVRV +D\HV\0LOOHUFRLQFLGHQ\FRPSOHWDQHOFRQFHSWRGH,QYHQWRU\0DQDJHPHQW OR GHILQHQ FRPR HO SURFHVR GH DVLJQDFLyQ \ PRGLILFDFLyQ GHO Q~PHUR GH SURGXFWRV GLVSRQLEOHVDODYHQWDDORVGLIHUHQWHVSUHFLRV\DWUDYpVGHORVGLIHUHQWHVFDQDOHVGH GLVWULEXFLyQ3DUDHO5HYHQXH0DQDJHUFDUJRGHODSHUVRQDHQFDUJDGDGHODJHVWLyQGH Impulso al Desarrollo Econónmico a través del Turismo 333 YLVWD GH UHFXUVRV VLPSOHV VLQJOH UHVRXUFHV R P~OWLSOHV QHWZRUN UHVRXUFHV \ ORV PRGHORVTXHSURSRQHVRQP~OWLSOHVPiVFRPSOHWRVTXHHQODDQWHULRUSXEOLFDFLyQ $GHPiVGHHVWRVPDWHULDOHVTXHKDQVLGRWRPDGRVHQFRQVLGHUDFLyQSDUDHOUHFXHQWRGH SiJLQDV7DOOXUL\9DQ5\]LQLQFOX\HQSDXWDVGHJHVWLyQGHFDSDFLGDGHQORV FDStWXORVILQDOHVGHOOLEURVLQVHSDUDUGHRWURVFRQWHQLGRVFXDQGRWUDWDQODDSOLFDFLyQGH ORV PRGHORV D VHFWRUHV FRQFUHWRV HQWUH HOORV KRWHOHV \ HPSUHVDV GH DOTXLOHU GH YHKtFXORV *UXSR0DQXDOHVGHUHIHUHQFLD (VWHJUXSR ORFRPSRQHQ SRURUGHQGH SXEOLFDFLyQ ORVPDQXDOHV 'HIUHJJHU 5RXVHHWDO\+D\HV\0LOOHU 'HIUHJJHURWRUJDPXFKDLPSRUWDQFLDDODJHVWLyQGHFDSDFLGDGHQVXPDQXDOVL ELHQ VH WUDWD GH XQD DSOLFDFLyQ HQ HPSUHVDV PDQXIDFWXUHUDV 7UDEDMD HO FDSDFLW\ DOORFDWLRQ R GLYLVLyQ \ DVLJQDFLyQ GH OD FDSDFLGDG GHVGH HO LQLFLR KDVWD XQD DSUR[LPDFLyQDOHVWDEOHFLPLHQWRGHXQDSROtWLFDGHJHVWLyQGHODFDSDFLGDG\RIUHFHXQD IRUPXODFLyQ\FODVLILFDFLyQGHORVGLIHUHQWHVPRGHORVMXQWRFRQUHVXOWDGRVQXPpULFRV /RVVLJXLHQWHVGRVPDQXDOHVFRUUHVSRQGLHQWHVD5RXVHHWDO\+D\HV\0LOOHU VRQPX\UHOHYDQWHVDOHVWDUGHGLFDGRVHQH[FOXVLYDDOVHFWRUKRWHOHUR\DOVHFWRU VHUYLFLRV UHVSHFWLYDPHQWH (V HQ HO VHFWRU VHUYLFLRV \ FRQFUHWDPHQWH HQ HO VHFWRU WXUtVWLFRGRQGHODVWpFQLFDVGH50\GH&0KDQWHQLGRPiVSRVLELOLGDGGHGHVDUUROOR KDVWDODIHFKD *UXSR0DQXDOHVVHFXQGDULRV 3RU~OWLPRHVWHWHUFHUJUXSRORFRPSRQHQORVPDQXDOHV7UDQWHUHWDO)RUJDFV <HRPDQ\0F0DKRQ%HDWWLH\7DOyQ%DOOHVWHURHWDO &UHHPRVUHOHYDQWHGHVWDFDUTXHWRGRVHOORVVLQH[FHSFLyQHVWiQFHQWUDGRVHQHOVHFWRU KRWHOHUR R HO VHFWRU WXUtVWLFR &RPR QRYHGDG HQ 7DOyQ %DOOHVWHUR HW DO  HO RYHUERRNLQJ\DDSDUHFHLQVHUWRHQODGLVSRVLFLyQGHORVFRQWHQLGRVFRPRXQHOHPHQWR PiVGHODJHVWLyQGHODFDSDFLGDG VIII Jornadas de Investigación en Turismo 340  &21&/86,21(6 (QHVWHWUDEDMRVHDERUGDODDPSOLWXG\SURIXQGLGDGGHOWUDWDPLHQWRGHOD*HVWLyQGHOD &DSDFLGDG&DSDFLW\0DQDJHPHQW\OD*HVWLyQGH,QYHQWDULR,QYHQWRU\0DQDJHPHQW SRUORVPDQXDOHVGH5HYHQXH0DQDJHPHQWDQLYHOQDFLRQDOHLQWHUQDFLRQDOSXEOLFDGRV KDVWDODIHFKD 6HREVHUYDXQPD\RUGHVDUUROORGHODGLVFLSOLQDDQLYHOLQWHUQDFLRQDO /D PXHVWUDGH PDQXDOHV GH 50 FRQVLGHUDGRV VRQ PD\RULWDULDPHQWH GH FDUiFWHU LQWHUQDFLRQDO 7DQ VyORXQRGHORVPDQXDOHVTXHWUDWDQHOWHPDVREUHWRWDOHVHVGHSURGXFFLyQQDFLRQDO 7DOyQ%DOOHVWHURVHWDO 3UHVWDQGR DWHQFLyQ D ORV FRQWHQLGRV OD PD\RUtD GH HVWRV PDQXDOHV \ SRU WDQWR GHO GHVDUUROOR GHO 50 \ GHO &0 D QLYHO LQWHUQDFLRQDO VH HQIRFDQ HQ HO VHFWRU VHUYLFLRV 5RXVHHWDO\PiVFRQFUHWDPHQWHHQHOVHFWRUWXUtVWLFR7DOOXUL\9DQ5\]LQ 3KLOOLSVFRQHVSHFLDOSHVR HQHOGHVDUUROORGHODVWpFQLFDVHQHOVHFWRU KRWHOHURV7UDQWHUHWDO)RUJDFV+D\HV\0LOOHU7DOyQ%DOOHVWHURV HWDO&RPRH[FHSFLyQHQFRQWUDPRVHOPDQXDOGH'HIUHJJHUTXHUHVDOWD SRUVXFDOLGDGDPSOLWXG\SURIXQGLGDGHQHOWUDWDPLHQWRGHODJHVWLyQGHODFDSDFLGDG DXQTXHVXHQIRTXHHVVREUHHOVHFWRUPDQXIDFWXUHUR /DFODVLILFDFLyQGHORVGLIHUHQWHVPDQXDOHVDWHQGLHQGRDODSURIXQGLGDGGHOWUDWDPLHQWR GHO WHPD GH HVWXGLR SRVLFLRQD FRPR PDQXDOHV GH UHIHUHQFLD REOLJDGD ORV VLJXLHQWHV ³7KH7KHRU\DQG3UDFWLFHRI5HYHQXH0DQDJHPHQW´GH7DOOXUL\9DQ5\]LQ\ ³3ULFLQJDQG5HYHQXH2SWLPL]DWLRQ´GH3KLOOLSV /D JHVWLyQ GH OD FDSDFLGDG GHVGH OD ySWLFD GH 50 HV XQD PDWHULD TXH HVWi UHODWLYDPHQWHSRFRGHVDUUROODGDD QLYHOLQWHUQDFLRQDO \ TXH FXHQWDFRQ XQ GHVDUUROOR QDFLRQDO SUiFWLFDPHQWH QXOR 3RU HOOR \ VX LPSRUWDQFLD SUiFWLFDHQHOVHFWRUWXUtVWLFR SULQFLSDOPHQWHVHSUHVHQWDFRPROtQHDGHLQYHVWLJDFLyQSODXVLEOH\QHFHVDULD /DSUHVHQWHLQYHVWLJDFLyQRIUHFHGHELGRDVXDPSOLWXGXQFRPSHQGLRELEOLRJUiILFRGH PDQXDOHVGH5HYHQXH0DQDJHPHQWTXHVHSXHGHQFRQVLGHUDUGHUHIHUHQFLDHQPDWHULD JHVWLyQGHODFDSDFLGDGHLQYHQWDULR Impulso al Desarrollo Econónmico a través del Turismo 341 $GHPiVKDSHUPLWLGRGHOLPLWDUHOFRQWHQLGRVREUH*HVWLyQGH&DSDFLGDGHQPDWHULDGH 5HYHQXH 0DQDJHPHQW H LGHQWLILFDU ODV PDWHULDV TXH DEDUFD VX HVWXGLR OR TXH QRV SHUPLWH DILUPDU TXH ORV DSDUWDGRV GH JHVWLyQ GH LQYHQWDULR ,QYHQWRU\ 0DQDJHPHQW GLYLVLyQ \ DVLJQDFLyQ GH OD FDSDFLGDG $OORFDWLRQ &DSDFLW\ R 0DQDJHPHQW RYHUERRNLQJ \ JHVWLyQ GH FDQDOHV &KDQQHO 0DQDJHPHQW GHEHQ FRQVLGHUDUVH FRPR DSDUWDGRV GH HVWXGLR HQ HVWH iPELWR VIII Jornadas de Investigación en Turismo 342  %,%/,2*5$)Ë$ $JXLODU(VFREDU9*\'RPtQJXH]0DFKXFD-$³$QDO\VLVRIWH[WERRNVRQ 6HUYLFH2SHUDWLRQV0DQDJHPHQW´)DFLQJWKH1HZ0LOOHQQLXP(GLFLyQ'LJLWDO#' 6HYLOOD± Chávez Miranda, M. E. y Ruiz Jiménez, A. (2005): “Marco Conceptual del Yield Management como Técnica de Gestión de la Capacidad y la Demanda en Organizaciones de Servicios”. Investigaciones Europeas de Dirección y Economía de la Empresa. Vol. 11(1): 143–163. &KiYH]0LUDQGD0(\5XL]-LPpQH]$³<LHOG0DQDJHPHQW7UDWDPLHQWR HQ ORV 0DQXDOHV GH 'LUHFFLyQ GH 2SHUDFLRQHV HQ (PSUHVDV GH 6HUYLFLRV´ $('(0 ;9,,&RQJUHVR1DFLRQDO;,,,&RQJUHVR+LVSDQR)UDQFpV%XUGHRV)UDQFLD &KLDQJ:&&KHQ-&+\;X;³$Q2YHUYLHZRI5HVHDUFKRQ5HYHQXH 0DQDJHPHQW&XUUHQW ,VVXHVDQG )XWXUH5HVHDUFK´ ,QWHUQDWLRQDO-RXUQDORI5HYHQXH 0DQDJHPHQW9RO± Comisión Europea (1997): zŝĞůĚDĂŶĂŐĞŵĞŶƚŝŶ^ŵĂůůĂŶĚDĞĚŝƵŵͲƐŝnjĞĚŶƚĞƌƉƌŝƐĞƐŝŶ ƚŚĞdŽƵƌŝƐŵ/ŶĚƵƐƚƌLJ. General Report. European Communities. Luxemburgo. &URVV5*5HYHQXH0DQDJHPHQW+DUGFRUH7DFWLFVIRU0DUNHW'RPLQDWLRQ %URDGZD\%RRNV1XHYD<RUN 'HIUHJJHU )  5HYHQXH 0DQDJHPHQW IRU 0DQXIDFWXULQJ &RPSDQLHV .|OQHU :LVVHQVFKDIWVYHUODJ&RORQLD (OLPDP$$\'RGLQ%0³,QFHQWLYHVDQG<LHOG0DQDJHPHQWLQ,PSURYLQJ 3URGXFWLYLW\RI0DQXIDFWXULQJ)DFLOLWLHV´,,(7UDQVDFWLRQV9RO± ([FHOWXU ,QGLFDGRUHV 7XUtVWLFRV 'DWRV GHO 3,% \ HPSOHR WXUtVWLFR  KWWSZZZH[FHOWXURUJSLE\HPSOHRWXULVWLFRSRUFFDD ÒOWLPD FRQVXOWD  GH PD\RGH Impulso al Desarrollo Econónmico a través del Turismo 343 )RUJDFV *  5HYHQXH 0DQDJHPHQW 0D[LPL]LQJ 5HYHQXH LQ +RVSLWDOLW\ 2SHUDWLRQV$PHULFDQ+RWHO/RGJLQJ(GXFDWLRQDO,QVWLWXWH0LFKLJDQ *HUDJKW\ 0 . \ -RKQVRQ (  ³5HYHQXH0DQDJHPHQW 6DYHV 1DWLRQDO &DU 5HQWDO´,QWHUIDFHV9RO± +X\WRQ- 5 \ 7KRPDV6 ³$SSOLFDWLRQ RI<LHOG 0DQDJHPHQWWRWKH+RWHO ,QGXVWU\´<LHOG0DQDJHPHQW6WUDWHJLHVIRUWKH6HUYLFH,QGXVWU\&RQWLQXXP/RQGUHV \1XHYD<RUN± +D\HV'.\0LOOHU$$5HYHQXH0DQDJHPHQWIRUWKH+RVSLWDOLW\,QGXVWU\ :LOH\1XHYD-HUVH\ ,QVWLWXWRGH(VWXGLRV7XUtVWLFRV,(77XUHVSDxD'DWRVGHHPSOHRGHO0LQLVWHULRGH (PSOHR\6HJXULGDG6RFLDO KWWSZZZLHWWRXUVSDLQHVHVHVHVWDGLVWLFDVILFKDGHFR\XQWXUDSDJLQDVGHIDXOWDVS[ ÒOWLPDFRQVXOWDGHPD\RGH -DUYLV1/LQGK$\-RQHV3³$Q,QYHVWLJDWLRQRIWKH.H\&ULWHULD$IIHFWLQJ WKH$GRSWLRQRI<LHOG0DQDJHPHQWLQ8.+RWHOV´3URJUHVVLQ7RXULVPDQG+RVSLWDOLW\ 5HVHDUFK9RO± Jones, P. y Hamilton, D. (1992): “Yield Management: Putting People in the Big Picture”. Cornell Hotel and Restaurant Administration Quaterly. Vol. 33(1): 89–95. .LPHV 6 ( D ³7KH %DVLFV RI <LHOG 0DQDJHPHQW´ &RUQHOO +RWHO DQG 5HVWDXUDQW$GPLQLVWUDWLRQ4XDUWHUO\9RO± .LPHV6(E³<LHOG0DQDJHPHQW$7RROIRU&DSDFLW\&RQVWUDLQHG6HUYLFH )LUPV´-RXUQDORI2SHUDWLRQV0DQDJHPHQW9RO± Kimes, S. E. (1999): "Implementing Restaurant Revenue Management. A Five Step Approach". Cornell Hotel and Restaurant Administration Quaterly. Vol. 40(3): 32–39. .LPHV 6 ( \ &KDVH 5 %  ³7KH 6WUDWHJLF /HYHUV RI <LHOG 0DQDJHPHQW´ -RXUQDORI6HUYLFH5HVHDUFK9RO± VIII Jornadas de Investigación en Turismo 344 Kimes, S. E., Chase, R. B. y Choi, S. (1998): “Restaurant Revenue Management”. Cornell Hotel and Restaurant Administration Quaterly. Vol. 39(3): 32–39. /HJRKpUHO33RXWLHU(\)\DOO$5HYHQXH0DQDJHPHQWIRU+RVSLWDOLW\DQG 7RXULVP*RRGIHOORZ3XEOLVKHUV/RQGUHV /ySH]&KLFKHUL-H&RPPHUFH\5HYHQXH0DQDJHPHQW,QWHJUDGRVHQXQ3ODQ GH0DUNHWLQJ2QOLQH3XQWR5RMROLEURV(VSDxD /XFLDQL 6  ³,PSOHPHQWLQJ <LHOG 0DQDJHPHQW LQ 6PDOO DQG0HGLXPVL]HG +RWHOV $Q ,QYHVWLJDWLRQ RI 2EVWDFOHV DQG 6XFFHVV )DFWRUV LQ )ORUHQFH +RWHOV´ ,QWHUQDWLRQDO-RXUQDORI+RVSLWDOLW\0DQDJHPHQW9RO± 2UJDQL]DFLyQ0XQGLDOGHO7XULVPR2073DQRUDPD207GHOWXULVPRLQWHUQDFLRQDO (GLFLyQ KWWSGW[WTZ[TSZFORXGIURQWQHWVLWHVDOOILOHVSGIXQZWRBKLJKOLJKWVBVSBKUSGI ÒOWLPDFRQVXOWDGHPD\RGH 2UJDQL]DFLyQ 0XQGLDO GHO 7XULVPR 207 ³7RXULVP 7RZDUGV ´ KWWSLFWXUVHFWXUJREP[GHVFDUJDV3XEOLFDFLRQHV%ROHWLQFHGRFFHGRFXQZWR SGI ÒOWLPDFRQVXOWDGHPD\RGH 3KLOOLSV 5 3ULFLQJ DQG 5HYHQXH 2SWLPL]DWLRQ 6WDQIRUG 8QLYHUVLW\ 3UHVV 6WDQIRUG 3LQGHU -  ³8VLQJ 5HYHQXH 0DQDJHPHQW WR ,PSURYH 3ULFLQJ DQG &DSDFLW\ 0DQDJHPHQW LQ 3URJUDPPH 0DQDJHPHQW´ -RXUQDO RI WKH 2SHUDWLRQDO 5HVHDUFK 6RFLHW\9RO± 5RXVH 3 0DJXLUH : \ +DUULVRQ -  5HYHQXH 0DQDJHPHQW LQ 6HUYLFH 2UJDQL]DWLRQV%XVLQHVV([SHUW3UHVV1XHYD<RUN 6LJXDZ - $ .LPHV 6 ( \ *DVVHQKHLPHU - %  ³%% 6DOHV )RUFH 3URGXFWLYLW\$SSOLFDWLRQVRI5HYHQXH0DQDJHPHQW6WUDWHJLHVWR6DOHV0DQDJHPHQW´ ,QGXVWULDO0DUNHWLQJ0DQDJHPHQW9RO± Impulso al Desarrollo Econónmico a través del Turismo 345 6PLWK % & /HLPNXKOHU - ) \ 'DUURZ 5 0  ³<LHOG 0DQDJHPHQW DW $PHULFDQ$LUOLQHV´,QWHUIDFHV9RO± 7DOOXUL . 7 \ 9DQ 5\]LQ * - 7KH 7KHRU\ DQG 3UDFWLFH RI 5HYHQXH 0DQDJHPHQW6SULQJHU1XHYD<RUN 7DOyQ%DOOHVWHUR3)LJXHURD'RPHFT&\9DFDV*XHUUHUR&³(VWUDWHJLDVGH ,PSODQWDFLyQGHO<LHOG0DQDJHPHQWHO&DVRGHOD+RWHOHUtD0DGULOHxD(VWDEOHFLHQGR 3XHQWHVHQXQD(FRQRPtD*OREDO´(VFXHOD6XSHULRUGH*HVWLyQ&RPHUFLDO\0DUNHWLQJ (6,&9RO 7DOyQ%DOOHVWHUR3*RQ]iOH]6HUUDQR/\6HJRYLD3pUH]0<LHOG5HYHQXH 0DQDJHPHQW HQ HO VHFWRU KRWHOHUR (VWUDWHJLDV H ,PSODQWDFLyQ 'HOWD 3XEOLFDFLRQHV 8QLYHUVLWDULDV0DGULG 7UDQWHU . $ 6WXDUW+LOO 7 \ 3DUNHU -  $Q ,QWURGXFWLRQ WR 5HYHQXH 0DQDJHPHQWIRUWKH+RVSLWDOLW\,QGXVWU\3ULQFLSOHVDQG3UDFWLFHVIRUWKH5HDO:RUOG 3HDUVRQ(GXFDWLRQ1XHYD-HUVH\ Upchurch, R. S., Ellis, T. y Seo, J. (2002): “Revenue Management Underpinnings: An Exploratory Review”. International Journal of Hospitality Management, Vol. 21(1): 67– 83. Upchurch, R. S., Ellis, T. y Seo, J. (2003): “A Case Study of the Yield Management Conundrum: Usage versus Competence”. Journal of Hospitality and Tourism Research. Vol. 27(1): 125–137. :HDWKHUIRUG/5\%RGLO\6(³$7D[RQRP\DQG5HVHDUFK2YHUYLHZRI 3HULVKDEOH$VVHW 5HYHQXH 0DQDJHPHQW <LHOG 0DQDJHPHQW 2YHUERRNLQJ DQG 3ULFLQJ´2SHUDWLRQV5HVHDUFK9RO± <HRPDQ , \ 0F0DKRQ%HDWWLH  5HYHQXH 0DQDJHPHQW DQG 3ULFLQJ &DVH 6WXGLHVDQG$SSOLFDWLRQV6RXWK:HVWHUQ&HQJDJH/HDUQLQJ/RQGUHV <HRPDQ,\0DF0DKRQ%HDWWLH85HYHQXH0DQDJHPHQW$SUDFWLFDO3ULFLQJ 3HUVSHFWLYH3DOJUDYH0DFPLOODQ+DPSVKLUH\1XHYD<RUN VIII Jornadas de Investigación en Turismo 346 <HRPDQ,,QJROG$\0DF0DKRQ%HDWWLH8<LHOG0DQDJHPHQW6WUDWHJLHV IRUWKH6HUYLFH,QGXVWULHV&RQWLQXXP/RQGUHV\1XHYD<RUN Impulso al Desarrollo Econónmico a través del Turismo 347