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1

Shah, Arpan (Arpan Ashok) 1977. "An online reservation system." Thesis, Massachusetts Institute of Technology, 2000. http://hdl.handle.net/1721.1/86490.

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2

Barber, Claire Elaine. "CRS information and competitive advantage in the airline industry." Thesis, Northumbria University, 1998. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.245260.

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3

Chiu, Chun-Kai. "Movie theater ticket order system: (MTTOS)." CSUSB ScholarWorks, 2004. https://scholarworks.lib.csusb.edu/etd-project/2541.

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This project is a movie theater order system. This system allows people to get movie information and purchase tickets on the Internet. This project is based on a Model-View-Controller (MVC) architecture, which introduces a controller servlet to provide a single point of entry to the web system and encourages more reuse and extensibility of the code.
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4

Anderson, Paul Joseph. "Antitrust and regulatory aspects of airline computer reservation systems." Thesis, University of Canterbury. Accounting and Information Systems, 1993. http://hdl.handle.net/10092/2737.

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The influence of laissez-faire ideology on economic policy in recent years has been profound. Proponents of this form of economic liberalisation rely heavily on antitrust, also known as competition law, to fill the void left by dismantled regulatory regimes. In most situations, antitrust law provides a mechanism which ensures that markets operate on a competitive basis and thus maximise the welfare of society. However, in some industries, antitrust law is not sufficient to promote and foster workable competition. This is of particular concern where the uncompetitive industry has the potential to adversely affect a neighbouring or related industry. This research analyses the computer reservation system industry in Europe, North America and Australasia. It looks closely at the competitive difficulties of the CRS industry and explains how these difficulties affect two related industries-air transportation and travel agencies. A number of conclusions and policy recommendations emerge. The triangular relationship of inter-dependence between the CRS, air transportation and travel agency industries makes CRS vendors unusually resistant to conventional regulation. Neither antitrust law nor direct industry regulation are completely effective at preventing airlines which own CRSs from exploiting their competitive advantage in one industry in ways which anti-competitively affect trade in other industries. The research concludes that for the Australian and New Zealand markets, a blend of competition law and light-handed regulation is appropriate. For the United States market, increased antitrust enforcement by the correct agencies combined with active regulatory threats is required to create a fair air transportation market. The thesis recommends a consistent world-wide code of conduct to promote global airline competition. Such a code could then be adopted by individual states and complemented by their competition law legislation.
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5

邱淑儀 and Shuk-yi Yau. "The impacts of Mega-CRSs (Computer reservation systems) on airline industry structure in the Asia Pacific region." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B3126587X.

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6

Gill, Kara M. "Computer reservations systems in the Montreal and Toronto tourism industries : adoption and use trends." Thesis, McGill University, 1998. http://digitool.Library.McGill.CA:80/R/?func=dbin-jump-full&object_id=28053.

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A combination of technical innovations, system cost reductions, and post-1970's tourism industry restructuring has led to the development and diffusion of a variety of sophisticated computer reservation systems, or CRSs. Questions remain as to the extent to which tourism suppliers and destinations have achieved CRS links. In this case study of two urban destinations, Montreal and Toronto, tourism supplier relationships with CRS technology are examined. Drawing on results from the accommodation and attraction sectors of each city, the varying degrees of CRS adoption and impact are illustrated. CRS adoption by firms is shown to be constrained by a variety of management market, and tourism product-oriented barriers. Strategies employed by tourism suppliers to counter and overcome these barriers are identified. Following a review of tourism and information technology policies within Canada, some regulatory initiatives that may assist in facilitating successful technology adoption and use among the various components of the urban tourism product are proposed. The constantly evolving 'technological' channels and networks of tourism marketing and distribution are shown to be important influences on tourism destination policy. (Abstract shortened by UMI.)
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7

Gill, Kara M. "Computer reservations systems in the Montreal and Toronto tourism industries, adoption and use trends." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape11/PQDD_0001/MQ43877.pdf.

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8

Shasha, Ziphozakhe Theophilus. "Measurement of the usability of web-based hotel reservation systems." Thesis, Cape Peninsula University of Technology, 2016. http://hdl.handle.net/20.500.11838/2353.

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Thesis (MTech (Business Information Systems))--Cape Peninsula University of Technology, 2016.
The aim of this research project was to determine what the degree of usability is of a sample of online reservation systems of Cape Town hotels. The literature has indicated that the main aim of website usability is to make the engagement process with a website a more efficient and enjoyable experience. Researchers noted that well designed, high-quality websites, with grammatically accurate content, create a trustworthy online presence. User-friendly sites also attract far more traffic. Previous research has also shown that a loss of potential sales is possible due to users being unable to find what they want, if poor website design has been implemented. Loss of potential income through repeat visits is also a possibility, due to a negative user experience. The research instrument that was employed in this research is usability testing. It is a technique used to evaluate product development that incorporates user feedback in an attempt to create instruments and products that meet user needs, and to decrease costs. The research focused on Internet-based hotel reservation systems. Only the usability was measured. Both standard approaches were used in this research project, in a combined quantitative and qualitative research design. In conclusion, the purpose of this research was to determine the degree of usability of specified Cape Town hotel online reservation systems. The outcomes of this study indicated interesting patterns in that reservation systems met user requirements more often than expected. However, the figures of acceptability obtained were still below the generally accepted norms for usability. The amount of time spent to complete a booking also decreased, as users worked on more than one reservation system.
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9

Yau, Shuk-yi. "The impacts of Mega-CRSs (Computer reservation systems) on airline industry structure in the Asia Pacific region /." [Hong Kong : University of Hong Kong], 1993. http://sunzi.lib.hku.hk/hkuto/record.jsp?B1357050X.

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10

Pringle, Stuart M. "International reservations systems : their strategic and operational implications for the UK hotel industry." Thesis, Edinburgh Napier University, 1995. http://researchrepository.napier.ac.uk/Output/2785.

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Nature and scope of work: This work presents details of the method and results of an investigation of the role and influence of international reservations systems within the UK hotel industry. The research comprised three questionnaire surveys of the use of computer reservations systems and distribution services by UK hotels. These are analysed and to produce an indication of general use of systems and the contribution which these currently make to hotel groups and consortia. The work also included a study of developments in access methods and changes in buyer behaviour as observed by representatives of computer reservation and distribution system, travel agency, hotel representation and intermediary companies. The impact of information technology developments on the travel agency industry, distribution systems operators and intermediaries is considered. The work then indicates the potential implications of these developments for the strategic planning and operational management of hotels in light of prevailing attitudes to technology, preferred sales methods and buyer behaviour. A computer based information and selection facility is developed. This provides a means of identifying the functions required of a distribution system in order to achieve specific business aims. It identifies the channels which meet the requirements while also providing details of the implications associated with use of each. Contribution to knowledge: This research provides the first published account of the current and potential influence of information technology on the way in which the UK hotel sector deals with its market and on the structure of the industry itself. The work results from a comprehensive study of the role of a significant emerging technology within an important sector of the tourism, travel and leisure industry. It is seen as being complete in its own right but also forms a starting point for longitudinal research since no previous work of this nature or scale has been undertaken in the area of interest. The guide developed as part of this work also lends itself to extensive future development as both the technology with which it is concerned and the technology upon which it is based continue to mature. The results of primary research indicate that there is scope for potential change in hotel sector sales and marketing practices as new methods of conducting business are adopted by hospitality industry service providers, agencies and the buying public. The work also suggests that global distribution systems are not the most suitable channel for all hotels but that alternatives must be considered in the context of the particular requirements of each hotel business. The use of formal research methods provides those involved in this sector with an objective assessment of the implications of widespread adoption of computer based reservation and distribution systems for individual businesses and for the industry as a whole. This addresses a requirement which was identified by the author and contributors in the course of the research. The subject area is complicated by the number of available channels through which businesses may distribute and receive information. This complexity is acknowledged throughout the work generates a distribution channel evaluation guide based on the research findings. The purpose of this device is to direct readers through the process of selecting the most appropriate channel to meet their specific business aims. The guide is based on results from the various stages of primary research which indicated the aspects of distribution system use about which hoteliers were unclear and also provided material about possible strategic uses and the operational implications experienced by users. This information was used to develop a staged method of identifying the type of system which would meet specific requirements and to indicate the implications associated with the use of a particular type of distribution system. This decision process is described and is then presented in the form of a hypertext document. The current version provides an elementary guide which can be used to assist qualitative evaluation in a complex subject area and indicates how this technology can be applied in its most basic form. Planned future work aims to develop the scope and function of the static reference document to produce a means of access to product provider information and to create a forum through which users can communicate with each other through e-mail. System suppliers can provide links to their own product information pages which can be accessed by users seeking information and advice. These developments will result in a guide which is interactive and can be kept up to date by system suppliers. This extension of the guide's role should enable it to provide material to be used in the decision support process by users wishing to conduct quantitative evaluation or comparison of distribution systems. This stage of development would require the use of a facility such as the World Wide Web (WWVV) to enable users and suppliers to communicate with each other. The WWW offers ready support for hypertext, the use of which is considered to be important for this application because of its ease of use for inexperienced computer users, the wide availability of the WWW and the suitability of an on-line system as means of publishing material which is subject to continual change. However, it is considered likely that a static version of the guide could be made available for users who do wish to avoid the cost and complication of obtaining access to the WWW. Although the use of hypertext is becoming more common, it is believed that this is the first use of this technology as a means of publishing research in this field.
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11

Orgerie, Anne-Cécile. "An Energy-Efficient Reservation Framework for Large-Scale Distributed Systems." Phd thesis, Ecole normale supérieure de lyon - ENS LYON, 2011. http://tel.archives-ouvertes.fr/tel-00672130.

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Over the past few years, the energy consumption of Information and Communication Technologies (ICT) has become a major issue. Nowadays, ICT accounts for 2% of the global CO2 emissions, an amount similar to that produced by the aviation industry. Large-scale distributed systems (e.g. Grids, Clouds and high-performance networks) are often heavy electricity consumers because -- for high-availability requirements -- their resources are always powered on even when they are not in use. Reservation-based systems guarantee quality of service, allow for respect of user constraints and enable fine-grained resource management. For these reasons, we propose an energy-efficient reservation framework to reduce the electric consumption of distributed systems and dedicated networks. The framework, called ERIDIS, is adapted to three different systems: data centers and grids, cloud environments and dedicated wired networks. By validating each derived infrastructure, we show that significant amounts of energy can be saved using ERIDIS in current and future large-scale distributed systems.
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12

Gajaseni, Preenida. "Disintermediation in the United States air travel industry who hold the power of booking strength." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2913.

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The purpose of this study is to investigate the correlation of U.S. domestic air travelers and patterns of air travel purchase within the U.S. air travel industry. Influences on the patterns of air travel purchase involved 1) demographic characteristics of travelers 2) benefits to the customer 3) customer attitude toward service providers' (defined as airlines, web-based travel agents, and traditional travel agents and 4) information sources used to select and book a flight for business and leisure trips.
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13

HAIDER, KAMRAN. "Peak to Average Ratio Reduction in Wireless OFDM Communication Systems." Thesis, Blekinge Tekniska Högskola, Avdelningen för signalbehandling, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-5309.

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Future mobile communications systems reaching for ever increasing data rates require higher bandwidths than those typical used in today’s cellular systems. By going to higher bandwidth the (for low bandwidth) flat fading radio channel becomes frequency selective and time dispersive. Due to its inherent robustness against time dispersion Orthogonal Frequency Division Multiplex (OFDM) is an attractive candidate for such future mobile communication systems. OFDM partitions the available bandwidth into many subchannels with much lower bandwidth. Such a narrowband subchannel experiences now due to its low bandwidth an almost flat fading leading in addition to above mentioned robustness also to simple implementations. However, one potential drawback with OFDM modulation is the high Peak to Average Ratio (PAR) of the transmitted signal: The signal transmitted by the OFDM system is the superposition of all signals transmitted in the narrowband subchannels. The transmit signal has then due to the central limit theorem a Gaussian distribution leading to high peak values compared to the average power. A system design not taking this into account will have a high clip rate: Each signal sample that is beyond the saturation limit of the power amplifier suffers either clipping to this limit value or other non-linear distortion, both creating additional bit errors in the receiver. One possibility to avoid clipping is to design the system for very high signal peaks. However, this approach leads to very high power consumption (since the power amplifier must have high supply rails) and also complex power amplifiers. The preferred solution is therefore to apply digital signal processing that reduces such high peak values in the transmitted signal thus avoiding clipping. These methods are commonly referred to as PAR reduction. PAR reduction methods can be categorized into transparent methods – here the receiver is not aware of the reduction scheme applied by the transmitter – and non-transparent methods where the receiver needs to know the PAR algorithm applied by the transmitter. This master thesis would focus on transparent PAR reduction algorithms. The performance of PAR reduction method will be analysed both with and without the PSD constrained. The effect of error power on data tones due to clipping will be investigated in this report.
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14

Wang, Boqian. "High-Performance Network-on-Chip Design for Many-Core Processors." Licentiate thesis, KTH, Elektronik och inbyggda system, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-283517.

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With the development of on-chip manufacturing technologies and the requirements of high-performance computing, the core count is growing quickly in Chip Multi/Many-core Processors (CMPs) and Multiprocessor System-on-Chip (MPSoC) to support larger scale parallel execution. Network-on-Chip (NoC) has become the de facto solution for CMPs and MPSoCs in addressing the communication challenge. In the thesis, we tackle a few key problems facing high-performance NoC designs. For general-purpose CMPs, we encompass a full system perspective to design high-performance NoC for multi-threaded programs. By exploring the cache coherence under the whole system scenario, we present a smart communication service called Advance Virtual Channel Reservation (AVCR) to provide a highway to target packets, which can greatly reduce their contention delay in NoC. AVCR takes advantage of the fact that we can know or predict the destination of some packets ahead of their arrival at the Network Interface (NI). Exploiting the time interval before a packet is ready, AVCR establishes an end-to-end highway from the source NI to the destination NI. This highway is built up by reserving the Virtual Channel (VC) resources ahead of the target packet transmission and offering priority service to flits in the reserved VC in the wormhole router, which can avoid the target packets’ VC allocation and switch arbitration delay. Besides, we also propose an admission control method in NoC with a centralized Artificial Neural Network (ANN) admission controller, which can improve system performance by predicting the most appropriate injection rate of each node using the network performance information. In the online control process, a data preprocessing unit is applied to simplify the ANN architecture and make the prediction results more accurate. Based on the preprocessed information, the ANN predictor determines the control strategy and broadcasts it to each node where the admission control will be applied. For application-specific MPSoCs, we focus on developing high-performance NoC and NI compatible with the common AMBA AXI4 interconnect protocol. To offer the possibility of utilizing the AXI4 based processors and peripherals in the on-chip network based system, we propose a whole system architecture solution to make the AXI4 protocol compatible with the NoC based communication interconnect in the many-core system. Due to possible out-of-order transmission in the NoC interconnect, which conflicts with the ordering requirements specified by the AXI4 protocol, in the first place, we especially focus on the design of the transaction ordering units, realizing a high-performance and low cost solution to the ordering requirements. The microarchitectures and the functionalities of the transaction ordering units are also described and explained in detail for ease of implementation. Then, we focus on the NI and the Quality of Service (QoS) support in NoC. In our design, the NI is proposed to make the NoC architecture independent from the AXI4 protocol via message format conversion between the AXI4 signal format and the packet format, offering high flexibility to the NoC design. The NoC based communication architecture is designed to support high-performance multiple QoS schemes. The NoC system contains Time Division Multiplexing (TDM) and VC subnetworks to apply multiple QoS schemes to AXI4 signals with different QoS tags and the NI is responsible for traffic distribution between two subnetworks. Besides, a QoS inheritance mechanism is applied in the slave-side NI to support QoS during packets’ round-trip transfer in NoC.
Med utvecklingen av tillverkningsteknologi av on-chip och kraven på högpresterande da-toranläggning växer kärnantalet snabbt i Chip Multi/Many-core Processors (CMPs) ochMultiprocessor Systems-on-Chip (MPSoCs) för att stödja större parallellkörning. Network-on-Chip (NoC) har blivit den de facto lösningen för CMP:er och MPSoC:er för att mötakommunikationsutmaningen. I uppsatsen tar vi upp några viktiga problem med hög-presterande NoC-konstruktioner.Allmänna CMP:er omfattas ett fullständigt systemperspektiv för att design högprester-ande NoC för flertrådad program. Genom att utforska cachekoherensen under hela system-scenariot presenterar vi en smart kommunikationstjänst, AVCR (Advance Virtual ChannelReservation) för att tillhandahålla en motorväg till målpaket, vilket i hög grad kan min-ska deras förseningar i NoC. AVCR utnyttjar det faktum att vi kan veta eller förutsägadestinationen för vissa paket före deras ankomst till nätverksgränssnittet (Network inter-face, NI). Genom att utnyttja tidsintervallet innan ett paket är klart, etablerar AVCRen ände till ände motorväg från källan NI till destinationen NI. Denna motorväg byggsupp genom att reservera virtuell kanal (Virtual Channel, VC) resurser före målpaket-söverföringen och erbjuda prioriterade tjänster till flisar i den reserverade VC i wormholerouter. Dessutom föreslår vi också en tillträdeskontrollmetod i NoC med en centraliseradartificiellt neuronät (Artificial Neural Network, ANN) tillträdeskontroll, som kan förbättrasystemets prestanda genom att förutsäga den mest lämpliga injektionshastigheten för varjenod via nätverksprestationsinformationen. I onlinekontrollprocessen används en förbehan-dlingsenhet på data för att förenkla ANN-arkitekturen och göra förutsägningsresultatenmer korrekta. Baserat på den förbehandlade informationen bestämmer ANN-prediktornkontrollstrategin och sänder den till varje nod där tillträdeskontrollen kommer att tilläm-pas.För applikationsspecifika MPSoC:er fokuserar vi på att utveckla högpresterande NoCoch NI kompatibla med det gemensamma AMBA AXI4 protokoll. För att erbjuda möj-ligheten att använda AXI4-baserade processorer och kringutrustning i det on-chip baseradenätverkssystemet föreslår vi en hel systemarkitekturlösning för att göra AXI4 protokolletkompatibelt med den NoC-baserade kommunikation i det multikärnsystemet. På grundav den out-of-order överföring i NoC, som strider mot ordningskraven som anges i AXI4-protokollet, fokuserar vi i första hand på utformningen av transaktionsordningsenheterna,för att förverkliga en hög prestanda och låg kostnad-lösning på ordningskraven. Sedanfokuserar vi på NI och Quality of Service (QoS)-stödet i NoC. I vår design föreslås NI attgöra NoC-arkitekturen oberoende av AXI4-protokollet via meddelandeformatkonverteringmellan AXI4 signalformatet och paketformatet, vilket erbjuder NoC-designen hög flexi-bilitet. Den NoC-baserade kommunikationsarkitekturen är utformad för att stödja fleraQoS-schema med hög prestanda. NoC-systemet innehåller Time-Division Multiplexing(TDM) och VC-subnät för att tillämpa flera QoS-scheman på AXI4-signaler med olikaQoS-taggar och NI ansvarar för trafikdistribution mellan två subnät. Dessutom tillämpasen QoS-arvsmekanism i slav-sidan NI för att stödja QoS under paketets tur-returöverföringiNoC

QC 20201008

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15

Pretorius, P. "The need for a computer-based central reservation system for smaller hotels, guesthouses and resorts." Thesis, 2012. http://hdl.handle.net/10210/6757.

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M.Comm.
South Africa has become an accepted tourist destination since the 1994 general elections and the successful presentation of the 1995 Rugby World Cup event. The increase in the number of overseas visitors is reflected in higher arrival figures at our airports. Overseas tourists initially booked into the higher star rated hotels, but this trend quickly changed when they indicated a preference for the smaller hotels and the more personalised guesthouses. The recent establishment of hotels of well known world brands such as Hilton, Hyatt and others saw an increase in supply. These hotels were established with their links to the global reservation networks through which their reservations are accepted. The South African lodging industry now has to cope with management of the changes in demand in the face of world-wide computerised distribution. The guesthouses, smaller hotels and resorts tend to still utilise the printed media, mail or telephone bookings to communicate with prospective tourists. Although information technology is improving and becoming more accessible, only a few of the bigger South African hotel groups have utilised it to improve productivity and efficiency and to manage demand. A number of central reservation systems are in operation elsewhere in the world which allow the participants to present their establishments through the global travel agent networks such as Galileo and Worldspan. Trends in distribution of the lodging industry make it imperative to participate in such a system or face isolation from the world of tourism. The aim of this study is to establish the need for an integrated computer-based central reservation system for the smaller lodging establishments in South Africa. Depth interviews were conducted with a selected number of experts in the industry and the most important results of this empirical research were: The South African government has effectively withdrawn from the development of the tourism industry. The South African banks should be approached to establish such a system since they have proven expertise and knowledge of the operations of similar systems and would be in a position to make adequate funds available to allow the system to succeed. The system should be established with the capacity to link into world-wide distribution systems such as Galileo. The travel agents should be the first group to have access to this system since they are accepted as the driving force when implementing new solutions in the industry. Access through the Internet could follow. The cost of making a reservation at a lodging establishment is for the account of the hotel or guesthouse. The cost of accepting reservations from overseas tourists must be negotiated to be within the affordable range of the smaller lodging establishments. The establishment
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16

"Routing algorithms and channel reservation strategies for a low earth orbit satellite system." 1999. http://library.cuhk.edu.hk/record=b5890011.

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Tsz-Shing Tam.
Thesis (M.Phil.)--Chinese University of Hong Kong, 1999.
Includes bibliographical references (leaves 84-87).
Abstracts in English and Chinese.
Abstract --- p.i
Acknowledgments --- p.ii
Chapter 1 --- Introduction --- p.1
Chapter 2 --- Literature Review --- p.6
Chapter 3 --- System Model --- p.12
Chapter 3.1 --- Static Architecture --- p.12
Chapter 3.2 --- Dynamics --- p.15
Chapter 3.3 --- Communication Paradigm --- p.16
Chapter 3.4 --- Metric --- p.17
Chapter 4 --- Routing Algorithms --- p.19
Chapter 4.1 --- Minimum Hops Algorithm (MHA) --- p.20
Chapter 4.2 --- Minimum Cost Algorithm (MCA) --- p.21
Chapter 4.3 --- Mesh Algorithm (MA) --- p.24
Chapter 4.3.1 --- Construction of the Set of Min-hop Paths --- p.24
Chapter 4.3.2 --- Choosing a Path in S0 --- p.29
Chapter 4.4 --- k-mesh Algorithm (KMA) --- p.29
Chapter 4.4.1 --- Finding Sk --- p.30
Chapter 4.4.2 --- Choosing a path in Sk --- p.34
Chapter 4.5 --- Revised Mesh Algorithm (RMA) --- p.34
Chapter 5 --- Reservation Strategies --- p.36
Chapter 5.1 --- Introduction --- p.36
Chapter 5.2 --- Notations --- p.38
Chapter 5.3 --- Basic Reservation Strategy (BRS) --- p.39
Chapter 5.4 --- Enhanced Reservation Strategy (ERS) --- p.41
Chapter 5.5 --- Successor Reservation Strategy (SRS) --- p.43
Chapter 6 --- Experiment --- p.45
Chapter 6.1 --- Comparison on Routing Algorithms --- p.47
Chapter 6.2 --- Comparison on Reservation Strategies --- p.64
Chapter 7 --- Conclusion --- p.72
Chapter A --- Existence of paths in Sk --- p.75
Chapter B --- Estimation of basic reservation strategy guaranteed time --- p.79
Chapter B.1 --- Basic reservation strategy --- p.79
Chapter B.2 --- Estimation on Guaranteed Duration --- p.80
Bibliography --- p.83
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Cruz, Sara Catarina Pires Antunes. "E se a marca me responde com emoji?: impacto das características da CMC na perceção e atitudes face à marca." Master's thesis, 2018. http://hdl.handle.net/10071/18586.

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Abstract:
Atualmente recorremos à comunicação mediada por computador (CMC) para contactar com diversos interlocutores – família, amigos, colegas de trabalho, ou mesmo organizações – de qualquer parte do mundo. Apesar da CMC ser cada vez mais utilizada, tanto entre indivíduos como entre marcas e consumidores, tem lacunas ao nível das pistas não verbais que dificulta a compreensão da mensagem, contrariamente à comunicação face-a-face (F2F). Os utilizadores podem recorrer a pistas visuais, como emoticons e emojis, que suportam a informação verbal e permitem clarificar os sentimentos dos interlocutores. Estando na era das plataformas digitais, também as marcas procuram desenvolver novas formas de interagir com os consumidores. Assim, é pertinente perceber como as características de tal comunicação, tal como a utilização de emojis na CMC de uma marca, é interpretada pelos consumidores. Este estudo experimental investiga como é que a presença de emoji (vs. controlo) numa resposta de uma marca fictícia a comentários de um cliente num website de reservas online de hotéis, influencia as atitudes do consumidor face à marca, a perceção de utilidade desses comentários e a intenção de reserva. Os participantes (N = 304 indivíduos; 73.7% mulheres; MIdade = 36.16, DP = 13.90) foram expostos a um cenário fictício onde variava a valência dos comentários do cliente e a inclusão ou não de um emoji na resposta por parte do hotel. Globalmente, os resultados sugerem um maior impacto da valência do comentário na formação de atitudes favoráveis à marca do que da utilização de emojis. No entanto, verificámos que a utilização (vs. ausência) de emoji influencia a perceção da linguagem utilizada pela marca (e.g., mais informal) e as expectativas face às características do hotel (e.g., espaço mais moderno). Apesar da generalidade dos participantes reportar utilizar emojis com frequência e atitudes positivas face os mesmos, a utilização por parte das marcas apenas é percebida como adequada quando incluída em posts publicitários nas redes sociais. Estas evidências assumem relevância teórica para o campo da CMC, mas são também relevantes do ponto de vista prático para a psicologia do consumidor.
We are currently using computer-mediated communication (CMC) to contact with a variety of interlocutors - family, friends, co-workers, or even organizations - that can be anywhere in the world. Although CMC is increasingly used, both between individuals and between brands and consumers, it has gaps at the level of non-verbal cues that make it difficult to understand the message, as opposed to face-to-face communication (F2F). Users can use visual clues, such as emoticons and emoji, which support verbal information and help clarify the feelings of the interlocutors. In the era of digital platforms, brands are also looking to develop new ways of interacting with consumers. Therefore it is pertinent to see how the characteristics of such communication, such as the use of emoji in the CMC of a brand, are interpreted by consumers. This experimental study investigates how the presence of emoji (vs. control) in a response of a fictitious brand to a customer's comments on an online hotel reservation website influences the consumer's attitudes towards the brand, the utility perception of these comments and the intention to reserve. The participants (N = 304 individuals, 73.7% women, M = 36.16, SD = 13.90) were exposed to a fictional scenario where the valence of the client's comments and the inclusion or not of an emoji in the response from the hotel varied. Overall, the results suggest a greater impact of the valence of the comment on the formation of favorable attitudes toward the brand than the use of emoji. However, we have found that the inclusion (vs. absence) of emoji influences the perception of the language used by the brand (e.g., more informal) and expectations regarding the characteristics of the hotel (e.g., more modern space). Despiste the majority of respondents report using emojis frequently and positive attitudes towards them, brand use is only perceived as adequate when included in advertising posts on social networks. These evidences assume theoretical relevance for the CMC field, but are also relevant from the practical point of view for consumer psychology.
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