Factors Affecting Service Innovation for Tourism Business in Thailand

Abstract

The objective of this study is to develop a conceptual model of factors affecting the effectiveness of service innovation based on strategic concepts in enterprise for Tourism business. The study uses documentary analysis methods represented in analytical descriptions taken from the literature. The results of the study indicated that: 1) Service innovation is a key to creating a competitive advantage 2) entrepreneurial orientation, marketing orientation, service co-production, Information Technology adoption are factors that had positive effect on service innovation 3) Service innovation impacts on the overall operation of service performance. The finding from the study should therefore be used by administrators as a guidelines for develop organizational service innovation in the future.