A small and medium-sized hotel business service innovation model for the mature travelers
| dc.contributor.advisor | Rugphong Vongsaroj | th |
| dc.contributor.author | Daosook Boonyasarn | th |
| dc.date.accessioned | 2022-03-03T04:23:57Z | |
| dc.date.available | 2022-03-03T04:23:57Z | |
| dc.date.issued | 2020 | th |
| dc.date.issuedBE | 2563 | th |
| dc.description | Thesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2020 | th |
| dc.description.abstract | The intense hotel competition becomes a challenge for small and medium-sized hotels to survive and forces them adjust themselves in terms of strategies to attract the potential market and their strategic management to increase their competitiveness and to survive. The group of mature travelers is considered as one of the most potential and lucrative market segments with its significance in size, potential and purchasing power which possible provide the opportunity for hotel industry, including small and medium-sized hotels. Thus, to target this segment, hoteliers need knowledge necessary and the strategic management. It is necessary for business to identify differentiation value drivers to respond to the value-oriented characteristic of the current mature travelers and adopt service innovation as a strategic tool to approach this segment. Consequently, a service innovation model is necessary as a guidance tool to enable small and medium-sized hoteliers to create the customer satisfaction and competitive advantage. The purposes of this study were 1) to study the components of differentiation value drivers of the mature travelers, 2) to analyze the influences of mature travelers’ profiles, motivations, and personalities on their differentiation value drivers, 3) to analyze the innovative value creation capability of small and medium-sized hotels in response to the mature travelers’ differentiation value drivers and identify the key factors determining the firms’ service innovation capability, 4) to create a small and medium-sized hotel business service innovation model for the mature travelers. To gain the fruitful information, the research design employed a mixed-method approach. The quantitative approach was conducted using a survey technique. The respondents included 384 international mature travelers aged 55 years old or older, travelling to Thailand for leisure, and had experienced staying in small and medium-sized hotels. As for the qualitative research, a total of 17 key informants of hotel owners/managers were engaged in the in-depth interviews. With all data, finally, a proposed service innovation model was further conducted to verify by the five experts. Descriptive statistic (frequency, percentage, mean and standard deviation), Exploratory Factor Analysis (EFA), and inferential statistics (Independent Sample t-test, One-Way ANOVA, Multiple Regression Analysis, and Simple Regression Analysis) were employed to analyze the quantitative data. While the quantitative data was analyzed utilizing contentment analysis (coding, similarities and differences, group categorization, thematic analysis, cause and effect analysis) The quantitative results revealed 1) four components of differentiation value drivers of the mature travelers toward small and medium-sized hotels were better health and security, better atmosphere, more responsiveness, better accessibility and affordable, additionally, respondents rated all dimensions of differentiation value drivers as very important, 2) travelers’ demographic factors, including marital status, nationality, education, work status and income had significant influenced on differentiation value drivers, whereas, gender, age and health were found no significant differences, 3) motivations of using small and medium-sized hotels had effects on a differentiation value driver in dimensions of better health and security (rest and relaxation, convenience, special services, learning experiences, and price value), better atmosphere (rest and relaxation, uniqueness, special service, learning experiences, and price value), more responsiveness (novelty seeking, personal values, uniqueness, learning experiences), better accessibility and more affordable (novelty seeking), and total differentiation value drivers (novelty seeking, rest and relaxation, uniqueness, convenience, special services, learning experiences, price value), 4) all personality types seeking differences (allocentric, midcentric, and psychocentric personalities) had effected on differentiation value drivers in all dimensions except a dimension of better health and security (significantly found only midcentric and psychocentric personalities). As for qualitative results, the findings found that small and medium-sized hotels had high capabilities to perform innovation in areas of 1) process innovation and product performance innovation (in response to attain better health and security), 2) service innovation, process innovation, and product performance innovation (in response to attain better atmosphere), 3) product performance innovation, process innovation, product system innovation, and network innovations (in response to attain more responsiveness), 4) channel innovation, and product performance innovation (in response to attain better accessibility and more affordable). Additionally, firm, innovation management, employee, market orientation, innovation networks, technology were found as the enabling factors to foster small and medium-sized hotels to effectively perform service innovation. Lastly, this study proposed ‘a service innovation A-R-H-A model’ for small and medium-sized hotel business to enhance differentiation value creation to satisfy the requirements of mature travelers. The overall service innovation model was verified by a panel of experts. The final service innovation A-R-H-A model consisted of four aspects, namely, atmosphere, responsiveness, health and security, and accessibility and more affordable. | th |
| dc.format.extent | 647 leaves | th |
| dc.format.mimetype | application/pdf | th |
| dc.identifier.doi | 10.14457/NIDA.the.2020.136 | |
| dc.identifier.other | b212234 | th |
| dc.identifier.uri | https://repository.nida.ac.th/handle/662723737/5655 | th |
| dc.language.iso | eng | th |
| dc.publisher | National Institute of Development Administration | th |
| dc.rights | This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. | th |
| dc.subject | e-Thesis | th |
| dc.subject | Service innovation | th |
| dc.subject.other | Business model | th |
| dc.subject.other | Hotel management | th |
| dc.subject.other | Hospitality industry | th |
| dc.title | A small and medium-sized hotel business service innovation model for the mature travelers | th |
| dc.type | text--thesis--doctoral thesis | th |
| mods.genre | Dissertation | th |
| mods.physicalLocation | National Institute of Development Administration. Library and Information Center | th |
| thesis.degree.department | The Graduate School of Tourism Management | th |
| thesis.degree.discipline | Integrated Tourism Management | th |
| thesis.degree.grantor | National Institute of Development Administration | th |
| thesis.degree.level | Doctoral | th |
| thesis.degree.name | Doctor of Philosophy | th |