Art-oriented model of hotel service innovation

Abstract

Purpose The development of artistic services is often unsuccessful because quality artistic services are characterized by offering new experiences to customers and pursuing excellence of the performing services in the details. To successfully facilitate developing artistic services, this study builds an ambidextrous service innovation and service effectiveness (ASISE) model that describes the processes and steps of art-oriented services development. Design/methodology/approach A case study was conducted on Relais & Châteaux (R&C) hotel membership in Taiwan to better understand the steps and activities that describe service innovation processes. Triangulation was performed by compiling secondary data (e.g. official R&C notebooks and documents relating to Volando) and conducting field investigations and semi-structured interviews (with managers, employees, customers, artists). Findings This study combined the ambidexterity perspective with the Plan-Do-Check-Action (PDCA) principle and expanded the application range of the model from improving the service process to addressing the overall service innovation process, and included the gradual construction of the eight steps of scanning, linking, designing, performing, assessing, feedback, improving and adjusting. Practical implications Hotels can use the ASISE model developed by this study to simultaneously create new artistic service activities and enhance the effectiveness of current artistic services. Originality value Based on the ASISE model, which emphasizes an art-oriented and continuous cycle, this study thoroughly analyzed the obstacles of integrating art into hotel service processes, and successfully established a series of steps for developing art-oriented services.

Exploring Advertising Effectiveness of Tourist Hotels’ Marketing Images Containing Nature and Performing Arts: An Eye-Tracking Analysis

“…Performing arts services can serve as a source of differentiation strategies for hotels and provide a memorable experience to consumers [5]. The "fascination" element of the natural environment can assist performing arts in getting the attention of individuals more easily [8,39], and can make it easier for consumers to discover the value of artistic performance. Therefore, a nature-based servicescape can enhance the value that the performing arts offers to consumers.…”

Exploring the Impact of Innovativeness of Hospitality Service Operation on Customer Satisfaction

“…The innovative ambience is supposed to deliver unforgettable memories, a unique experience of comfort that influence customer satisfaction not only physically but also psychologically (Shahi and Goswami 2018). Together with the interior design, the natural light, impressive softness of furniture, the memorable scents should be concerned to satisfy customers' expectation for innovation in the hotel (Tsai et al 2015;Shahi and Goswami 2018;Wang et al 2018). The artistic servicescape with serene music, pleasing sounds of bird or insects, naturalbased elements, fresh air with the scent of flowers were found to stimulate customer's sensory experiences (Cheng et al 2016;Horng et al 2017;Lee and Cheng 2018).…”

“…The artistic servicescape with serene music, pleasing sounds of bird or insects, naturalbased elements, fresh air with the scent of flowers were found to stimulate customer's sensory experiences (Cheng et al 2016;Horng et al 2017;Lee and Cheng 2018). Using artistic values to deliver a new experience to customers has been considered as a new strategy in hospitality operations (Shahi and Goswami 2018;Wang et al 2018). The value of delivering food and beverage services was also suggested as a technique can delight customer experience for innovativeness (Garg and Amelia 2016;Kim et al 2018).…”

The Role of the Employees in the Innovation of the Hotel Enterprises

“…In addition, Wang, Tang, and Cheng, (2018) showed that ethical and sustainable practices of corporate citizenship have positive effects on organizational innovation which results in positive business performance. That means hospitality establishments that have more focus on corporate social responsibility initiatives are more likely to have innovative feedbacks regarding products, processes and services from frontline employees in particular, thus leading to greater customer satisfaction and sustainable competitive advantages.…”

“…As the explanation of the first one, hotel enterprises put remarkable efforts to make their visitors to feel satisfied both by the physical environment and the employees in the hotel. In addition, there are many studies highlighting the importance of physical environments of hotel enterprises and that they provide competitive advantage to the enterprise (Choi & Kandampully, 2018;Dedeoglu et al, 2018;Pizam & Tasci, 2018;Wang et al, 2018).…”