การเสริมความได้เปรียบทางการแข่งขันด้วยนวัตกรรม การบริการ: กรณีศึกษาบริษัทจัดการโรงแรมไทย
คำสำคัญ:
นวัตกรรมการบริการ, ความได้เปรียบทางการแข่งขันโรงแรม, ประเทศไทยบทคัดย่อ
บทความนี้มีวัตถุประสงค์เพื่อศึกษาการใช้นวัตกรรมการบริการของบริษัทจัดการโรงแรมไทย เพื่อเสริมความได้เปรียบทางการแข่งขัน โดยใช้กรอบแนวคิดนวัตกรรมการบริการของ Ostrom et al. (2010) ในการวิเคราะห์เนื้อหาจากบทความวิชาการ รายงานของภาคเอกชน และเอกสารของบริษัทจัดการ โรงแรมไทย ใน 3 ด้าน ประกอบไปด้วย การให้บริการรูปแบบใหม่ กระบวนการการให้บริการแบบใหม่ และโมเดลธุรกิจบริการแบบใหม่ ผลการศึกษาพบว่า บริษัทจัดการโรงแรมไทยใช้นวัตกรรมการบริการ เพื่อสร้างความได้เปรียบทางการแข่งขันด้วยกลยุทธ์การสร้างความแตกต่างเป็นหลักและผลการศึกษา ได้สนับสนุนงานวิจัยที่เกี่ยวข้องที่พบว่านักท่องเที่ยวมีความลึกซึ้งและซับซ้อนมากยิ่งขึ้น ดังนั้นนวัตกรรม การบริการจึงมีความสำคัญต่อความได้เปรียบทางการแข่งขันของโรงแรม
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