INNOVATION AND SERVICE DESIGN IN BRAND RESORT HOTELS

Year 2022, , 519 - 534, 31.12.2022

İbrahim Çetin , Günseli Güçlütürk Baran , Sedat Yüksel

https://doi.org/10.32958/gastoria.1221330

Abstract

The concept of service, which has an important place in meeting the needs of consumers, has had to develop itself in the historical process with industrial and social development. The concept of service, which is experiencing a natural development process, forces the companies that provide services to innovate in their product service designs, with the developments in technology and technology in the market today. Competition is based on innovations in service designs and their acceptance by consumers. Accommodation businesses, which are one of the main businesses of the tourism industry, have to reconsider their service designs with the effect of these developments in the market. This study focuses on the service designs of brand hotel businesses in Antalya Belek region. In this context, the study aims to reveal whether and how hotel businesses develop their service designs and how innovation is used in service design with the effect of technology. The study has employed semi-structured interview to collect qualitative data. Belek region was chosen as the universe of the study and the sample consists of five hotel businesses. The research was conducted by using the knowledge of senior hotel managers and department (department) managers. A questionnaire consisting of three parts was prepared for data collection. In the first part, there exist information about enterprises, in the second part, the demographic characteristics and information of the managers participating in the research, and in the third part, there are five questions asked to the managers. As the finding, it was found that respondents are aware of the importance of service design in hospitality industry. They design their service by using technology almost in all departments.

Keywords

Tourism marketing, service design, hotel businesses, competition, innovation, resort hotels

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