Creativity: a driving force behind yield management

Abstract

This study is conducted to explore the impact of creativity on yield management in the hotel industry of Pakistan. Quantitative data approach was used and data was gathered through a close-ended questionnaire by using a stratified sampling technique from 128 professionals (sample size) working in five stars, four stars and three stars hotels in Islamabad and Rawalpindi, Islamic Republic of Pakistan. Findings indicate that the overall creativity has a significant impact on yield management and creativity is likely to emerge if employees are given a tension free environment, support by the management, rewards against successive creative ideas and opportunity for ideas sharing. Since the hotel industry in Pakistan is undergoing a process of increased competition, the adoption and implementation of yield management is therefore, identified as a very essential tool for survival. It has also been observed that, for proper yield management implementation, the hotel industry needs to focus on employees' creativity.