Corporate Social Responsibility implications of Yield Management based decisions in hotel management.: the consumer perspective.

摘要: An essential element in Yield Management (YM) strategies is to charge different prices for essentially the same service; that approach, however, could be contradiction with CSR transparency requirements. In this paper problem analyzed from a theoretical, normative and consumer perspective. Several YM price segmentation criteria are analyzed. Existing customer protection laws national international guidelines standards reviewed establish whether they collide techniques being applied hotel sector. The Spanish attitude towards acceptability of various estimated through structured interviews associations. Results indicate perceived by associations as acceptable stakeholder On other hand, both legal norms Corporate Social Responsibility (CSR) devote special attention information received before during purchase, demanding increasing degrees transparency. This requirement construed some stakeholders conflict certain approaches. Special care must taken, therefore, thorough analysis each new approach contemplated, ensure its full compliance.