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| Author: | Mattimoe, R. Seal, W. |
| Title: | Pricing in a service sector context: Accounting and marketing logics in the hotel industry |
| Journal: | European Accounting Review
2011 : VOL. 20:2 p. 355-388 |
| Index terms: | institutional economics managers decision making costs revenue |
| Language: | eng |
| Abstract: | This article analyzes hotel room pricing via an application of institutional economic theory. The institutional framework considers the effect of accounting and marketing templates which help hotel managers make sense of complex pricing decisions. The institutional theory is applied to a case study using a pragmatic constructivist methodology. It is revealed that whilst long run cost structures are important in locating the market niche of the business and that hotels use conventional cost control techniques, costs play comparatively little role in price determination with a dominant role for marketing templates which concentrate on revenue management. The study suggests how the synthesis between institutional economics and pragmatic constructivism offers a research framework that could be replicated in further studies. |
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