Guidelines for Developing Service Innovation for the Hotel Business

Abstract

          This research article had objectives: 1. to explore approaches in the development of innovation for the hotel business based on five aspects of innovation development, and 2. to analyze the innovative practices for the hotel business based on each hotel department. This study was a qualitative approach by collecting data through the interview methods from hotel executives in Bangkok area by a purposive sampling, with a total of ten informants. Context analysis was employed to analyze the data from the interviews and to classify the data based on hotel innovation aspects. The study revealed that 1. the approaches for developing innovation in the hotel business were classified into five aspects: product innovation, process innovation in reducing energy, managerial innovation for employees, management innovation and network/alliance innovation. 2. For the practices of innovation classified by hotel departments, it was found that several departments had implemented various aspects of innovation. For example, the front desk had implemented technological innovation to manage its daily work while the housekeeping department implemented the innovation to facilitate guest services in guest rooms. The sales and marketing department focused on innovation to introduce new products and services. This research provides value contributions for hotel practitioners to realize the approaches in developing innovation in the hotel business to increase competition opportunities and to provide customer with better services.