Two Decades of Research in Innovative Strategy of Hospitality Industry: A Systematic Literature Review

Abstract

Purpose: Despite the significance of innovation observed for the survival and growth of hospitality industry there is no comprehensive research in this area, the purpose of this study is to represent a review of literature around the hospitality innovation. This paper also aims to identify the effective firm specific innovative strategy for the survival and growth of the hospitality industry and highlight the future research direction in this area. Methodology/Approach: Systematic Literature Review method is adopted in the present study. Keywords searches were performed in the Google Scholar database using “Hospitality Innovation” OR “Hotel Innovation” OR “Innovation” AND “Service Innovation”. Last two decades were taken as the time frame where last time study was conducted in April 2022. Findings: Existing literature shows that till now research is scarce in the hospitality innovation. Product, process, organizational and marketing innovations as well as firm specific radical or incremental innovation will be essential as survival strategy for the hospitality industry in future. Use of innovation as a competitive strategy in the hospitality industry is still found to be unexplored. Originality/Value: This paper reviews literature of almost two decades on hospitality innovation and aims to shed light on a very ignored yet potential strategy of hospitality industry. This paper will be useful to hospitality professionals, researchers, and academicians.

Keywords: Hospitality Innovation, Hotel Innovation, Service Innovation, Innovation

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