Innovation in Special Hotels as a Key to Success

Petra Gyurácz-Németh, Nóra Friedrich and Alan Clarke
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Petra Gyurácz-Németh: University of Pannonia, Hungary
Nóra Friedrich: University of Pannonia, Hungary
Alan Clarke: University of Pannonia, Hungary

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Abstract: The hotel industry is considered to be the most important branch of tourism and the most significant type of accommodation because of its ability to provide revenue and satisfy the needs of the guests. There is huge competition in the hotel industry so in order to be able to maintain or improve their market positions and reputations; they need to develop innovations. Because it is not difficult to copy the innovation ideas from each other, they have to think about building very special hotels for special target groups. Innovation raises attention, helps positioning, brand recognition and differentiation. The first aim of the study is to explore the definition of innovation within service innovation and innovation in tourism. It presents the characteristics and the factors of innovation which determine the success of the novelty. The innovation forms are presented with the assistance of examples. In the research one innovative Hungarian hotel was chosen as a case study and the innovation processes of this hotel were classified into groups determined by the other authors mentioned in the literature review. The innovations of the hotel were grouped according to the innovation activity and the source of innovation. In the last section the results of the research are summarized. The research showed that the innovation of the selected hotel is service development and style changes, the innovation activity emphasizes organizational factors, and the sources of the innovations appear to be non-management sources.

Keywords: innovation; special hotel; service development (search for similar items in EconPapers)
Date: 2013
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