Service Innovation and Value Creation in Hotel business

Main Article Content




               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.


Download data is not yet available.

Article Details

How to Cite
TOTHARONG, C. (2020). Service Innovation and Value Creation in Hotel business. NKRAFA Journal of Humanities and Social Sciences, 8, 62-75. Retrieved from
Academic Articles


[1] กวีวุฒิ เต็มภูวภัทร. (2559, 8 พฤศจิกายน). นักวางแผนกลยุทธ์องค์กร บริษัท ปตท.สำรวจและผลิตปิโตรเลียม จำกัด (มหาชน). บรรยาย.
[2] กระทรวงท่องเที่ยวและกีฬา. (2558). ยุทธศาสตร์การท่องเที่ยวไทย พ.ศ.2558-2560. กรุงเทพฯ: กระทรวงท่องเที่ยวและกีฬา.
[3] ฐานเศรษฐกิจ. 2559 (2 มีนาคม). ปี’59 ธุรกิจโรงแรมเติบโตร้อยละ 4.7-6.0 การลงทุนต่างจังหวัดขยายตัว. ค้นวันที่ 15 พฤศจิกายน 2559 จาก
[4] ผู้จัดการออนไลน์. 2559 (2 มิถุนายน). ซี.พี.แลนด์ฯ ลุยธุรกิจโรงแรม ชิงเค้กโลว์คอสต์โฮเทล ปตท.ยันไม่ล้มแผนปักธงในยุโรป. ค้นวันที่ 15 พฤศจิกายน 2559 จาก
[5] วลัยลักษณ์ รัตนวงศ์, ณัฐธิดา สุวรรณโณ และธีรศักดิ์ จินดาบท. (2557). การวัดนวัตกรรมการบริการของธุรกิจท่องเที่ยวไทย: วิสาหกิจขนาดกลางและย่อม. วารสารวิทยาการจัดการ ปีที่ 31 ฉบับที่ 1 มกราคม-มิถุนายน 2557.
[6] ศูนย์วิจัยกสิกรไทย. (2559). SME พร้อมปรับกลยุทธ์รับมือการแข่งขันสูงของธุรกิจโรงแรม. ค้นวันที่ 1 พฤศจิกายน 2559 จาก
[7] Aboal, D., & Garda, P. (2016) Technological and non-technological innovation and productivity in services vis-à-vis manufacturing sectors, Economics of Innovation and New Technology, 25(5), 435-454, DOI: 10.1080/10438599.2015.1073478
[8] Camison, C. & Monfort-Mir, V.M. (2012). Measuring innovation in tourism from the Schumpeterian and the dynamic-capabilities perspectives. Tourism Management, 33, 776-789.
[9] Chen, Y.G., Chen, Z., Ho, J.C. & Lee, C. (2009). In-depth Tourism’s Influences on service innovation. International Journal of Culture, Tourism and Hospitality Research, 3(4), 326-336.
[10] Den Hertog, P. (2000). Knowledge-intensive business services as co-producers of innovation. International Journal of Innovation Management, 4, 491-528.
[11] Drejer, I. (2004). Identify innovation in survey of services: A Schumpeterian perspective. Research Policy, 33(3), 551-562.
[12] Droege, H., Heldebrand, D., & Forcada, M.A.H. (2009). Innovation in services: present findings, and future pathways. Journal of Service Management, 20(2), 131-155.
[13] Enz, C.A. (2012). Strategies for the Implementation of Service Innovations. Cornell Hospitality Quarterly, 53(3), 187-195.
[14] Hijalager, A.M. (2002). Repairing innovation defectiveness in tourism. Tourism Management, 23, 465-474.
[15] Gramajo, A.M. (2010). Is Joseph Schumpeter's theory of economic development still useful? The case of a semirural community in Colombia. In Economic Action in Theory and Practice: Anthropological Investigations. Published online: 09 Mar 2015; 77-98.
[16] Hauser, J., Telllis, G., & Sun, Y. (2009). Hospitality teams: Knowledge sharing and service innovation performance. Tourism Management, 30, 41-50.
[17] Gupta, S., & Lehmann, D.R. (2005). Managing Customers as Investments: The Strategic Value of Customer in the Long Run. Upper Saddle River, NJ, USA: Wharton School. Publishing.
[18] Kotler, P., Bowen, J., & Maken, J. (2006). Marketing for hospitality and tourism. Upper Saddle River, NJ. Prentice Hall.
[19] Leaders Magazine. (2016, Jan 1). An Interview with Ed Baten, General Manager, W New York - Times Square. Leaders Magazine. Retrieved November 19, 2016, from
[20] Leavy, B. (2005). Value pioneering – How to Discover Your Own “Blue Ocean”: Interview with W. Chan Kim and Renee Mauborgne. Strategy & Leadership, 33(6), 13-20.
[21] Lewis, R. A., & Mottier, E. M. (2012). A “hotel within a hotel” in Bangkok. Emerging Markets Case Studies Collection. Retrieved November 20, 2016, from Emerald database.
[22] Lo, A.S., Stalcup, L.D., & Lee, A. (2010). Customer Relationship Management for Hotels in Honk Kong. In-ternational Journal of Contemporary Hospitality Management, 22(2), 139-159.
[23] Mansury, M.A., & Love, J.H. (2008). Innovation, productivity and growth in US business service: A firm-level analysis. Technovation, 28, 52-62.
[24] Marshall, T., Mottier, E.M., and Lewis, R.A. 2015). Motivational Factors and The Hospitality Industry: A Case Study Examining the Effects of Changes in the Working Environment. Journal of Business Case Studies – Third Quarter 2015, 11(3), 123-132.
[25] Martinez-Ros, E., & Orfila-Sintes, F. (2009). Innovation activity in the hotel industry. Technovation, 29, 632-641.
[26] Melterm, C., & Tahir, A. (2014). Does the importance of hotel attributes differ for senior tourists?. International Journal of Contemporary Hospitality Management, 26(4), 610-628.
[27] Melton, H., & Hartline, M.D. (2015). Customer and employee co-creation of radical service innovation. Journal of Service Marketing, 29(2), 112-123.
[28] Miozzo, M. & Soete, L. (2001). Internationalization of services: a technological perspective. Technological Forecasting and Social Change, 67(2/3), 159-185.
[29] Mungall, A., & Labben, T.G. (2009). Hotel offer adjustments for senior citizen guests: perception of Swiss hoteliers. In Advances in Hospitality and Leisure. Published online: 09 Mar 2015, 223-239.
[30] OCDE (2010). The Emerging Middle Class in Developing Countries. OCDE, Paris.
[31] OECD (2005). Oslo Manual: Guidelines for collecting interpreting innovation data. OECD, Paris.
[32] OECD (2012). Service innovation and non-technological innovation. OECD Science, Technology and Industry Outlook 2012, 167-169.
[33] Ottenbacher, M., & Gnoth, J. (2005). How to Develop Successful Hospitality Innovation. Cornell Hotel and Restaurant Administration Quarterly, 46(2), 205-222.
[34] Ottenbacher, M. (2007). Innovation management in the hospitality industry: Different strategies for achieving success. Journal of Hospitality & Tourism Research, 31(4), 431-454.
[35] Parasuraman, A., Zeithaml, V.A., & Berry, L.L. (1985). A conceptual model of service quality and its implication for future research. Journal of Marketing, 49(4), 899-929.
[36] Randhawa, P., Kim, M., Voorhees, C., Cichy, R., Koenigsfeld, J., & Perdue, J. (2016). Hospitailty Service Innovations in Private Clubs. Cornell Hospitality Quarterly, 57(1), 93-110.
[37] Reid, R.D., & Sandler, M. (1992). The use of technology to improve service quality. Cornell Hotel and Restaurant Administration Quarterly, 44(2), 51-65.
[38] Salter, A. & Tether, B.S. (2006). Innovation in service. Through the looking glass of innovation studies. Background paper for AIM Research’s grand challenge on Service Science.
[39] Sanjeev, G., & Randyopadhyay., R. (2016). Innovations in the Indian hospitality industry: an overview. Worldwide Hospitality and Tourism Themes, 8, 408-415.
[40] Schilling, M.A. (2008). Strategic Management of Technological Innovation. 2nd Ed. NY: McGraw-Hill Education.
[41] Schmidt, T., & Rammer, C. (2007). Non-Technological and Technological Innovation: Strange Bedfellows? ZEW – Center for European Economic Research Discussion Paper No.07-052. Available at
[42] Schumpeter, J.A. (1934). The Theory of Economic Development: An Inquiry into Profit, Capital, Credit, Interest and the Business Cycle. Harvard University Press, Cambridge, MA.
[43] Sharma, D. (2016). Enhancing customer experience using technological innovations: A study of the Indian hotel industry. Worldwide Hospitality and Tourism Themes, 8(4), 469-480.
[44] Smith, D. (2006). Exploring Innovation. Berkshire: McGraw-Hill Education.
[45] Stutzman, F. (2006). An Evaluation of Identity-Sharing Behavior in Social Network Communities. International Digital and Media Arts Journal, 3(1), 10-18.
[46] Subramanian, N., Gunasekaran, A., & Gao, Y. (2016). Innovative service satisfaction and customer promotion behavior in the Chinese budget hotel: an empirical study. Int. J. Production Economics, 171, 201-210.
[47] Sundbo, J., Orifial-Sintes, F., & Sorensen, F. (2007). The innovation behavior of tourism firms – Comparative studies of Denmark and Spain. Research Policy, 36(1), 88-106.
[48] Travel Weekly Asia. (2014, June 1). The Age of Great Change. Travel Weekly Asia. Retrieved November 17, 2016, from
[49] Travel Weekly Asia. (2014, June 9). Sheraton Macao Hotel, Cotai Central introduces its Sheraton Macao Hotel Event Concierge service. Travel Weekly Asia. Retrieved November 19, 2016, from
[50] World Tourism Organization. (2016). UNWTO Tourism Highlights 2016 Editions. Madrid Spain: World Tourism Organization.