골프장 수익관리전략에 관한 연구

• 영문명: A Study on Revenue Management Strategy for Golf Course
• 발행기관: 한국관광학회
• 저자명: 김준석 서용건
• 간행물 정보: 『관광학연구』제38권 제4호, 185~203쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2014.05.31

영문 초록

Many golf courses in Korea recently have been faced with decreasing revenues due to severe competition among competitors. To improve the profitability of golf courses, Revenue Management, a well known methodology in industries such as airline and hotel industry, is suggested. Revenue Management is used to maximize the profit of a company by increasing the utilization of its volatile assets. Though widely used, the FCFS reservation policy in Korea does not allow reservations to be made for single parties, and it makes it difficult for golf courses to attract higher revenues. This research investigated the reservation effect of single parties. Using a recently developed mixed integer programming model, which maximizes the revenue of a golf course by creating an optimal tee time schedule, analysis is made. Since the Optimization Model requires an huge amount of time to compute the optimal schedule, it was very difficult to use it in real life. Hence, a new heuristic reservation algorithms, in order to set near optimal tee time schedules, was developed. The new algorithm called FP showed much better results regarding revenues, yields, and rejection rates than the conventional FCFS reservation policies.

목차

I. 서론

II. 이론적 배경

III. 연구 설계

IV. 수치 예제

V. 결론

참고문헌

키워드

수익관리 골프장 예약 정책 혼합정수계획 Revenue management Reservation policy for golf course Mixed integer programming