In a competitive environment marked by a digital revolution in the service industry, Yield Management (YM) has become an essential tool for many companies, particularly in the hotel industry. Over the last twenty years, this pricing practice has been strengthened by digital technologies. On the other hand, several studies have shown that YM Pricing (YMP) produces negative consumer feelings that influence their behavior. The objective of this work is to explore the YM practice in the hotel industry and to shed light on the impact of this practice on customer perception. A qualitative study with professionals in the sector was conducted in this direction, in order to identify the issues of YM in chain hotels in Morocco and to understand the influence of this practice on customer attitudes.
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