The Influence of the Level of Corporate Culture on the Ability to Implement Revenue Management Processes: Review

Abstract

The aim of this review article is to examine the existing research on the relationship between a company's ability to apply revenue management processes in the hotel industry and the level of the corporate culture. Revenue management as a tool to help achieve desired occupancy levels at average room rates is widely reported in the literature. Similarly, the issue of corporate culture and corporate processes has been the subject of such research.However, the issue of the possible interdependence of these two concepts, i.e. the ability to apply revenue management on the one hand and the level of corporate culture in the hotel industry on the other, has not been sufficiently described in the literature so far. This review article aims to summarize the existing research on this issue, i.e. a possible influence of the level of corporate culture on the level of implementation of the revenue management tool.Given the results of the research, the authors present in the 3rd part the idea of the possible benefits of mutual integration of Revenue management processes and processes associated with the development of corporate culture.