Impact of the Modern Tourism Value Net on Tourism Industry Structure 2.1. Industry Analysis along the Five Competitive Forces 3. Integrated Revenue Management as a Competitive Advantage 3.2. In cross-sectional design it is crucial to have a standardized procedure based on quantitative data to measure the variation between cases, which also results in a study of high replicability (Bryman & Bell, 2003).
According to Bryman and Bell (2003), cross-sectional design is suited when the research is looking for variation between many cases and for that purpose, from each case observations on several variables are made. George (2004) emphasized that the cross-sectional study design takes the observations at a single point in time, thus change in observations cannot be measured.
As a result, companies have to optimize their revenue management procedures and processes within the company, and it is proposed that this can be achieved by taking a holistic view and integrating various disciplines to come to total profit optimization.
According to Skugge (2007), future improvements of profitability for companies will be by filling gaps and optimizing current revenue management programs rather than investing in new more elaborate computer systems.
On the other hand disadvantages of telephone interviews are that persons without telephone are not able to participate, the interviewer cannot observe and is not sure to interview the right person, and also no visual aids can be used (Bryman & Bell, 2003).
As Owens (2002) found, telephone interviews have the advantages of having relatively low costs, short data collection period, good response rates, and less influence of interviewer on responses. The general objective is to find out whether it is worthwhile to invest into the implementation Revenue Management Integration (RMI) due to its contribution to financial performance and/or competitiveness. Assessment how the tourism value net, with the internet at the centre, changes the tourism industry structure. Assessment of how the integration of the revenue, marketing, sales and e-commerce departments is best achieved and identification of linkages and key challenges. Assessment what companies may gain from an integrated revenue management process in terms of profitability. Roll (2009) argued that “we only have limited knowledge about the impact of the pricing organization within a company on profitability” (p. Thus, the research fills a gap that gives companies not only a guideline how the integration can be achieved but especially whether it has an impact on financial performance and should be pursued and invested in. Additionally, questionnaires were used and structured telephone interviews conducted, as the primary means to collect relevant data for the study and statistical evaluation. Reengineering an Organization for Revenue Management Integration (RMI) 4. Therefore, sound research methods are crucial for an effective study of cross-sectional design. First of all, a literature review lays the theoretic foundation for the research and provides a comprehensive illustration of Revenue Management Integration (RMI). Does the integrated revenue management process have a positive impact on financial performance of hotels? Is an integrated revenue management process crucial for competitiveness given the changed modern tourism industry environment? Consequently, the following research questions guide this thesis: a. The statistical research method that is used to assess the relationship between financial performance and Revenue Management Integration (RMI) is the multivariate regression analysis. However, since the interviews took place with revenue managers in hotels, which are certainly available by phone and can be identified as the correct interviewee by their organizational title, the disadvantages may for the most part be neglected. Customer Segmentation and Differential Pricing 5.4. Revenue Management Integration (RMI) in hotels is positively related to financial performance. Revenue Management Integration stands in positive relation to Revenue per Available Room (Rev PAR). Revenue Management Integration stands in positive relation to Return on Equity (ROE). Revenue Management Integration stands in positive relation to Operating Profit Margin (OPM). The following working hypotheses are derived for the thesis: 1.