Main Article Content
Innovation is the significant strategy to create differences in hotel industry. It is about creating, developing, improving pattern and process to new services to satisfy customers who are always change and based on the willingness to provide better quality services. The companies focus on creating and providing innovation as a service which will impact on the revenue of the company. However, the innovation in the service will not be as obvious as other innovative products. By observing and getting information from places to analyze and improve the service which technology might be involved. Innovation in industrial service is divided to 4 categories: management innovation, communication innovation, service range innovation and support innovation. In addition, most of service innovation always in the form of serving customers or consumers such as bringing up information technology to serve customers, emphasizing on products or services reviews online, sending emails to show the appreciation to customers for using the service, public relation, presenting new promotions: free internet in the room or hotel area, limousine service, support smart TV, more channels to contact to customers via social media, complementary drinks: Thai style (Thai herb juice), collecting points for some prizes etc.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
 Choosri, Anchisa. (2014). The Service Innovation, Corporate Social Responsibility, and Word-of-Mouth Marketing Affecting Decision to Use the Private Hospital’s Inpatient Ward (IPD) in Bangkok. Independence Study Master of Business Administration Bangkok University.
 Department of Trade Negotiations. (2011). Service Business: Thailand Spa and Massage. Trade service and Investment report.
 Huber, G. P. (1991). Organizational Learning: The Contributing Processes and the Literatures. Organization Science, 2(1), 88-115.
 Hult, G. T., Hurley, R. F., & Knight, G. A. (2004). Innovativeness: Its Antecedents and Impact on Business Performance. Industrial Marketing Management, 33, 429-438.
 Leekpai, Pradthana., Jaroenwisan, Kerdsiri., Trichan,Charlee. & Jirakiattikul, Sopin. (2014). Innovativeness of Hotel Business in Southern Thailand. Journal of Management Science, 31(1), 69-95.
 Marketeer. (2016). Year 2016 Hotel Business Growth 4.7 – 6.0 Percent Investment in the Province expanding but also face Many Challenge. Retrieved from http://marketeer.co.th/archives/73827.
 Ministry of Public Health. (2012). Strategic Support Health Service Business Plan by Department of Health Service Support 2013 – 2017. Strategic Plan Department of Health Service Support Ministry of Public Health.
 Mumford, M. D., & Licuanan, B. (2004). Leading for Innovation: Conclusions, Issues, and directions. The Leadership Quarterly, 15, 163-171.
 Narver, J. C., & Slater, S. F. (1990). The Effect of a Market Orientation on Business Profitability. Journal of Marketing, 54(4), 20-35.
 Nunta, Supang., Ooncharoen, Nantana., & Jadesadalug, Viroj. (2012). The Effects of Service Innovation Strategy on Business Performance of Spa Business in Thailand. International Journal of Business Research, 12(3), 35-55.
 Ooncharoen, Nantana. & Ussahawanitchakit, Phapruke. (2011). Service Innovation Strategy of Hotel Businesses in Thailand: An Inductive Approach. International Journal of Strategic Management, 11(3), 84-95.
 Rutherford, M. W., & Holt, D. T. (2007). Corporate Entrepreneurship: An Empirical Look at the Innovativeness Dimension and Its Antecedents. Journal of Organizational Change, 20(3), 429-446.