ENT201A Creativity and Innovation: Hospitality Industry

Creativity and Innovation are important aspects the field of Hospitality. The Hospitality industry aims at providing the best reception and treatment of guests and strangers in a warm, friendly, and generous way. Creativity and Innovation that can be implemented to enhance the experiences of the guests can be effective towards development of the industry. Usage of intangible assets like good mood, cultural or spiritual development or new experiences can help improve the perception of services and its quality. Along with the application of large scale knowledge along with combination of new services and products plus advanced quality technologies is keys to achieve innovations in hospitality management. . In order to enhance the profitability and guest loyalty, hotels must start focus on optimized implementation of the Customer Relationship Management (CRM (Mohammed and Rashid 2012). The five pillars of CRM are knowledge management, relationship management among the customers, proper information and communication management along with telephonic and email marketing.

Innovation in hospitality industry in manifested with the ability to create different innovations that promises successful development of a hotel (Zaitseva 2013). The application of large scale knowledge along with combination of new services and products plus advanced quality technologies is keys to achieve innovations in hospitality management. Innovation is critical in the field of hospitality because without innovation, performance will diminish and its competitiveness will be lost (Tajeddini and Trueman 2012).

Now-a-days, information and communication technology (ICT) has a huge impact on the traveler’s knowledge, behavior and attitudes. The availability of the online pricing of the products has paved the way towards business transparency among the tourists. Tourists have now become more price sensitive and less brand loyal. The hospitality industry is also experiencing the affect of globalization via increase in competition, rising customer expectations and hike in customer acquisition costs. But the performance of the hotel is still dependent on their ability to satisfy their customers both efficiently and effectively. In order to enhance the profitability and guest loyalty, hotels must start focus on optimized implementation of the Customer Relationship Management (CRM (Mohammed and Rashid 2012). This project is based on the innovative application of the CRM in order to increase the scope of the customer retention followed by customer satisfaction.

References

Bahrami, M., Ghorbani, M. and Arabzad, S.M., 2012. Information technology (IT) as an improvement tool for customer relationship management (CRM). Procedia-Social and Behavioral Sciences, 41, pp.59-64.

Choudhury, M.M. and Harrigan, P., 2014. CRM to social CRM: the integration of new technologies into customer relationship management. Journal of Strategic Marketing, 22(2), pp.149-176.

Dzhandzhugazova, E.A., Blinova, E.A., Orlova, L.N. and Romanova, M.M., 2016. Innovations in hospitality industry. International Journal of Environmental and Science Education, 11(17), pp.10387-10400.

Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship management (CRM) systems in customer knowledge creation. Information & Management, 51(1), pp.27-42.

Mohammed, A.A. and Rashid, B., 2012. Customer Relationship Management (CRM) in Hotel Industry: A framework proposal on the relationship among CRM dimensions, Marketing Capabilities, and Hotel performance. International Review of Management and Marketing, 2(4), p.220.

Orlova, L.N., 2016. Underlying principles and approaches to the management of sustainable innovation development of economic systems. Management in Russia and abroad, 3, pp.3-9.

Tajeddini, K. and Trueman, M., 2012. Managing Swiss Hospitality: How cultural antecedents of innovation and customer-oriented value systems can influence performance in the hotel industry. International Journal of Hospitality Management, 31(4), pp.1119-1129.

Zaitseva, N.A., 2013. Management in service industry: tourism and hospitality. Tutorial. Moscow: Academy.