REVENUE MANAGEMENT MODELS OF TOURIST COMPANIES IN CRISIS CONDITIONS
Abstract
The management of revenues in tourism companies has become increasingly relevant under crisis conditions due to economic, political, and social instability, pandemics, armed conflicts, and seasonal demand fluctuations. These factors reduce consumer purchasing power, limit tourist flows, and increase financial risks. The purpose of this study is to analyze classical and modern revenue management models in tourism companies under crisis conditions, assess the impact of economic, political, social, and environmental factors on financial performance, and provide recommendations for improving profitability, adaptability, and competitiveness. A comprehensive approach was applied, including the analysis of scientific literature and practical implementations of revenue management, systematic and comparative evaluation of revenue management models, expert assessments, and the integration of analytical, financial, and organizational aspects to formulate practical recommendations. The study found that classical revenue management models (fixed pricing, dynamic pricing, market segmentation, yield management, and demand forecasting) are effective in stable markets but lack flexibility in crisis conditions. Modern approaches, including data analytics, artificial intelligence, integrated platforms, flexible service bundles, and channel management, enable real-time optimization of revenues and increase adaptability. Effective financial and non-financial incentives are essential for maintaining customer loyalty and revenue stability during crises. Crisis factors significantly influence demand, cost structures, and consumer behavior. To ensure financial stability and competitiveness, tourism companies should combine classical and modern revenue management models, actively use data and digital platforms, implement flexible pricing policies, and apply financial and non-financial incentives. Diversifying products, optimizing costs, and integrated planning help minimize risks, enhance business adaptability, and maintain profitability under unstable and crisis conditions.
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