Yield management in rooms department of small and medium size hospitality enterprises

Yield management, which was first introduced by airline companies to maximize their yield by allocating fixed capacity to differentiated customer segments, is applied large and chain hotel enterprises in hospitality industry. Applied by different service industries having perishable products which corresponds ''loss'' when not sold. Yield Management is a systematic process which requires demand analysis, market segmentation, price differentiation and capacity allocation techniques. This thesis researched the application of Yield Management system in SMHE's in the context of dynamic yield management models which are developed for large scale hospitality enterprises. Additionally, the level of application of yield management systems by SMHE's in İstanbul is tried to be measured by conducting a field research among one stars, two stars, three stars hotels and boutique hotels Key Words: Yield Management In SMHE's, Small-Medium Size Hotels, Yields Management In Room Departments, Yield Management In SMHE's In İstanbul, Market Segmentation In Hospitality, Price Differentiation In Hospitality, Capacity allocation in Hospitality İndustry.