Dr. Kelly Semrad, class of 2010 Ph.D. in Hospitality Education, was selected as the winner of the Rosen College of Hospitality Management’s Outstanding Dissertation Award, 2010-2011.聽 Her research, entitled 鈥淒iscounting: An empirical justification for its value in the lodging industry,鈥� is unique in that the topic has not been addressed by researchers.
鈥淭he study is among the first to empirically assess the relationship between discounting and performance in a lodging industry context,鈥� explains Semrad. 聽鈥淚t provides a theoretical framework that is practical in its application to assist practitioners.鈥�
Semrad developed a model constructed on lodging managers’ daily operational needs to maximize and increase revenues through the sale of the firm’s core product — rooms. Her research provides managers with a rational “how to” set room prices as opposed to “what they should not do” regarding the use of discounting as a pricing strategy.
Semrad鈥檚 dissertation committee included Dr. Croes (chair), Dr. Parsa, Dr. Wang, Dr. Robinson and Dr. Kline.
Dr. Croes shares, 鈥淭he value to the lodging industry [in Kelly鈥檚 research] is real in that hotels’ rooms departments are the primary revenue producers for the firms.聽 Without the sale of room nights, a hotel firm would collapse.鈥澛� Croes heralds Semrad鈥檚 research as the first empirical manuscript that evaluates the most commonly used pricing strategy in the industry — discounting.
Semrad is now an assistant professor with the 海角直播 of Florida鈥檚 Department of Tourism, Recreation and Sport Management.聽 聽She teaches Intro to Hospitality & Tourism Management, Hospitality Management, and Event Management & meeting Planning.
鈥淭he required research, teaching, and service [in my current position] is a near extenuation of that required at Rosen,鈥� says Semrad. 聽鈥淭hat is certainly a credit to my major advisor, Dr. Robertico Croes, my committee, and Rosen College,鈥� says Semrad.