Measuring Hotel Channel Mix: A DEA-BSC Model. (February 2019)

• Record Type: Journal Article
• Authors: Dolasinski, Mary Jo; Roberts, Chris; Zheng, Tianshu
• Is Part Of: Journal of hospitality & tourism research. Volume 43:Number 2(2019)
• Page Start: 188
• Page End: 209
• Publication Date: 2019-02
• Subjects: hotel revenue management -- hotel distribution channels -- Balanced Scorecard -- BSC -- Data Envelopment Analysis; Hotel management -- Study and teaching -- Periodicals; Restaurant management -- Study and teaching -- Periodicals; Food service management -- Study and teaching -- Periodicals; 647.068
• DOI: 10.1177/1096348018789741
• Languages: English
• ISSNs: 1096-3480

Abstract

The hotel industry has experienced changes brought on by growth, customer expectations, and the proliferation in the use of e-commerce and online distribution channels. Future hotel success depends on how effectively hotel revenue managers are able to manage different booking channels to maximize hotel revenue. A Data Envelopment Analysis–Balanced Scorecard (DEA-BSC) model to measure efficiency of distribution channel mix using BSC results is presented. DEA-BSC was used because DEA-BSC incorporates multiple metrics simultaneously while traditional business models typically focus on one performance measure such as profit. Inputs for the model include the five distribution channels of C-Res/Voice, GDS, Brand.com, OTAs, and property/relationship sales. Output is the consolidated BSC average. The model was tested and results presented, demonstrating support for the usefulness of the model.