ENHANCING COMPETITIVE ADVANTAGE THROUGH SERVICE INNOVATION: A CASE STUDY OF THAI HOTEL MANAGEMENT COMPANIES
Keywords:
Service Innovation, Competitive Advantage, Hotel, ThailandAbstract
This paper aims to examine how Thai hotel management companies utilize service innovation to enhance competitive advantage. By reviewing academic literature, industry reports and company documents, data were analyzed using a content analysis approach. Based on Ostrom et al. (2010)’s framework of service innovation, this paper has identified service innovation utilized by Thai hotel management companies, consisting of new service concept, new service process, and new service business model. The findings have revealed that differentiation strategies were mainly used by Thai hotel management companies to enhance competitive advantage through service innovation. Moreover, the findings have supported relevant studies that service innovation is crucial to hotels’ competitiveness as tourists become increasingly sophisticated.
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