The Case Studies of Innovation in Hotel, Thailand

The Case Study of Factors Influencing Innovation in Operating Hotel Business in Thailand

Chawalit Jeenanunta, Narissara Visavanont, Kittiwin Suksod,

Bhanyakhom PutSorn, Sitthichok Thammaruksa, Thongchai Youngrod

Sirindhorn International Institute of Technology, Thammasat University, Thailand

E-mail: v.narissara@gmail.com

Abstract

The purpose of this study was to survey factors influencing innovation and supply chain in operating hotel business in Thailand. The tool employed in this study was an interview undertaken by querying human resources managers of two large four-star hotels, one small luxury four-star hotel, a small one-star hotel, two-star small hotel and three-star economic hotel in every part of Thailand. The interview tool is based on the literature. It was found that customers’ needs, good service, management process, technology, marketing, and linkage were the key factors affecting innovation in hotel industry in Thailand.

Keyword: innovation, service industry, factor, hotel business, impact

1. Introduction

The number of travelers has been dramatically increasing. These travelers might come in a way of business agreement, religious oriented or even relaxation. The statistical information can be retrieved from the Gross Domestic Product or GDP and national income from economic activities at current market price. According to the statistics (nesdb.go.th, 2011), it shows that the GDP of hotel businesses is accounting for 4.9% of the overall GDP and the average total income is approximately 300,000 million baht.

In organization, innovation is to improve the performance of productivity and quality. The improvement in the hospitality is one of the examples of innovation in organization. Our strategy analysis includes organizational factors and firm size. Moreover, the effects of uncertainty and market concentration are considered as environmental factors. In the aspect of innovation factor, compatibility appropriate to the organization is...