Applying the Hierarchical Cluster Analysis Procedure Upon the Process of Yield Management—

Abstract

This article proposes a model that divides the yield management process into four distinct clusters as practiced by the lodging practitioner. The results indicate that the four predominant skill clusters are (a) supply cycle characteristics, (b) pricing management tactics, (c) product usage cycle characteristics, and (d) supply-demand (forecasting) cycle characteristics. There are six skill areas associated with supply characteristics, thirteen skill areas associated with pricing tactics, fourteen skill areas associated with product usage, and seven skill areas associated with demand characteristics. The implication of this proposed model is operators can enhance their yield management training programs by modularizing content into these four skill clusters.

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