Service Innovation and Value Creation in Hotel business

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CHONGSUDA TOTHARONG

Abstract

Abstract


               Nowadays hotel operators in Thailand are confronted with a challenge of change and an intense competition within hotel industry and the increase of new entrants from other industry to usurp the market share. In order to survive, it has become necessary that these hotel operators keep up with and 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 help an organization 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 finds that the key success are 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.

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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
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Academic Articles

References

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