The Impact of Creativity and Innovation in the Hospitality Industry on Customers

In recent years, academics have shown great interest in studying innovation. However, research of innovation in the hospitality industry is still in its beginnings. Taking this into consideration, after describing innovation in general, the paper presents the main findings on the typology of hospita...

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Bibliographic Details
Published in:Journal of tourism challenges and trends 2013-06, Vol.6 (1), p.9-33
Main Authors: Tigu, Gabriela, Răzvar, Anamaria Sidonia, Iorgulescu, Maria Cristina
Format: Article
Language:English
Subjects:
Business creativity
Business models
Business services
Competition
Competitive advantage
Creative industries
Creativity
Customer relations
Customer relationship management
Customer satisfaction
Customer services
Essay|Book Review |Scientific Life
Hospitality industry
Hotels & motels
Influence
Innovations
Knowledge
Organizational change
R&D
Research & development
Studies
Technological change
Tourism
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Summary:In recent years, academics have shown great interest in studying innovation. However, research of innovation in the hospitality industry is still in its beginnings. Taking this into consideration, after describing innovation in general, the paper presents the main findings on the typology of hospitality innovation, focusing afterwards on the determinants of innovation in hotel organizations. Furthermore, after presenting the importance of innovation-customer relationship, the theoretical framework ends with considerations on technology in the hospitality industry. Given these guidelines, the purpose of the paper is to measure the role of innovation and creativity in the decision to purchase services provided by organizations in the hotel industry. To this aim, a survey was conducted using an online questionnaire distributed to Romanian hotel customers. The pilot study, with 105 respondents, indicates that innovation is one of the factors determining the purchase of hotel services, for the population preferring standardized establishments. Although the study indicates that creativity and innovation in hotel services is important for hotel customer’s satisfaction, the respondents are only somehow willing to pay higher accommodation fees in order to benefit of creative and innovative services. Several conclusions have been drawn.
ISSN:1844-9743
1844-9743