Cornell Hotel and Restaurant Administration Quarterly
http://cqx.sagepub.com/ How to Develop Successful Hospitality Innovation
Michael Ottenbacher and Juergen Gnoth Cornell Hotel and Restaurant Administration Quarterly 2005 46: 205 DOI: 10.1177/0010880404271097 The online version of this article can be found at: http://cqx.sagepub.com/content/46/2/205
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The Center for Hospitality Research of Cornell University
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© 2005 CORNELL UNIVERSITY DOI: 10.1177/0010880404271097 Volume 46, Number 2 205-222
How to Develop Successful Hospitality Innovation
by MICHAEL OTTENBACHER and JUERGEN GNOTH A survey of 184 German hoteliers identified nine factors that promote successful service innovations. The study found that the nature of the innovation is far less important than the effectiveness of a hotel’s human resources management and employee training, empowerment, and commitment to the service. Ensuring that the innovation is matched to the targeted market is important, of course, but such factors as effective marketing communication and public relations do not seem to support innovations’ success. Also important is the tangible nature of the service, but having innovative technology was not a significant factor in new-service development for these hoteliers. Keywords: service innovation; human resources
n the turbulent hospitality industry, chains and independent enterprises alike are continuously forced to...