Innovation in Services in the Tourism industry

Service markets are becoming global, open and competitive. Knowledge is more available,technology more complex and service life-cycles are shortening. In order to satisfy a situation,more innovation management tools are required to get better and more successful new orimproved products and services.This study aims to find the factors affecting service innovation performance in Iranian hotels.A field research carried out on 150 hotels to probe their service innovation performance in thecontext Iran. The data analyzed based on structural equation modeling by using PLSsoftware.The integration of respondents individual opinions results indicates innovation readiness haspositive and significant impact on innovation performance. Innovation readiness is directlyaffected accordingly by inter-organization collaboration, service innovation experience and ITexperience. The implications of this study for practitioners are clear. On the one hand, like inprevious research, our data show that in order to achieve better innovative performance,managers of hotels should improve innovation readiness.

Keywords:

service innovation , innovation readiness , organizational performance , Hotels , IT experience