Service Innovation and Value Creation in Hotel Business

Main Article Content

Daosook Boonyasarn
Chongsuda Totharong

Abstract

Nowadays hotel operators in Thailand have been confronted with a change and an intense competition in hotel industry as well as the increase of new entrants from other industry to usurp the market share. In order to survive, it is necessary for the hotel operators to enhance their competitiveness. The purpose of this article is to explore a pattern of creating competitiveness for hotel operators by applying the concept of Service Innovation which is a strategy that helps an organization to create a differentiation and enhance a competitive advantage. To beat a competition, this concept focuses on creating customer value as well as economic value for entrepreneurs. This article also presents analytical approaches and its implications through related literatures and a case study of hotels. The study found that the key success depends on 1) ability to balance the use of technological and non-technological innovation 2) customer value proposition and economic value for entrepreneurs 3) capability and readiness of organization to create innovation and 4) strategic human resources management.

Article Details

How to Cite
Boonyasarn, D., & Totharong, C. (2020). Service Innovation and Value Creation in Hotel Business. NKRAFA Journal of Humanities and Social Sciences, 8, 62–75. Retrieved from https://so04.tci-thaijo.org/index.php/KANNICHA/article/view/225447
Section
Academic Articles

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