Evaluating innovation activities in hotels using importance performance analysis

الملخص EN

Despite the importance of hotel service innovation in the hospitality industry, literature revealed a gap relevant to the lack of studies interested in this field.

Thus, the current study aims to shed the light on the importance and perception guest of hotel service innovation using Importance-Performance Analysis (IPA).

The study employed a self-administered questionnaire that comprised 79 items including questions about Innovative hotel types, customization of service, use of information technology, process innovation, marketing-focused innovation, brand differentiation, pricing innovation, and guest's perceived value.

A total of 280 questionnaires were randomly distributed to a sample of guests who stayed in the hotels were surveyed.

Among the questionnaires returned, 220 were useable ones, representing a response rate of 78.6 % .

The variance analysis tests were used to identify the presence of significant differences among the guests related to the importance and perception of hotel service innovation and perceived value.

In addition, importance-performance analysis was conducted using SPSS.

The IPA showed that hotels need better preparation in the points of “the hotel offers special price, ” and “the hotel provides organic food”.