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Assignment on Creativity and Innovation in Hospitality

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Added on  2020-04-21

Assignment on Creativity and Innovation in Hospitality

   Added on 2020-04-21

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Running head: CREATIVITY & INNOVATION IN HOSPITALITY
CREATIVITY & INNOVATION IN HOSPITALITY
Name of the Student
Name of the University
Author Note:
Assignment on Creativity and Innovation in Hospitality_1
1
CREATIVITY & INNOVATION IN HOSPITALITY
Abstract
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.
Assignment on Creativity and Innovation in Hospitality_2
2
CREATIVITY & INNOVATION IN HOSPITALITY
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).
Figure: Innovation space in hospitality
(Source: Orlova 2016)
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
Assignment on Creativity and Innovation in Hospitality_3
3
CREATIVITY & INNOVATION IN HOSPITALITY
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. Following are the marking
rubric of the project.
Figure: Why hotels loosed customers
(Source: Dzhandzhugazova et al. 2016)
Criteria High Distinction (HD) Distinction (DI) Merit Credit Pass Fail
Assignment on Creativity and Innovation in Hospitality_4

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