Service Innovation in the Cultural Creative Hotel: A Case Study of Hotel Day+ Teascape in Chiayi
The purpose of this study was to explore how Taiwanese cultural creative hotels develop competitive advantages via driving strategic differentiation and providing information and communication technology (ICT) innovative services. In the context of survival, hotel operators are facing the question of how to expand on existing market share and deliver satisfying customer service in an intensely competitive industry. This study utilized the service dominant logic (SDL) framework to examine how managers use novel service systems to successfully assist companies in the process of launching new information and communication technology. Hotel Day+ Teascape company has emphasized that the integration of ICT with service innovation must be considered from the viewpoint of service orientation and value co-creation. As service innovation can be easily imitated by other operators, hotels must develop a whole service system that not only meets customer requirements but also links company information with upstream suppliers and local craftsmen through new ICT service innovation deployment. This study involved three theoretical implications: 1. actors first agree on the value proposition before using resources to serve the other party; 2. integrating operant resources can create synergistic effects that strengthen competitive advantages; 3. contextual factors create the experiential value of virtual and physical integration services for consumers. The case study also revealed the following managerial implications: 1. The service system conceptual framework has enhanced the ICT service innovation and facilitated the share of information among the value network, and developed co-creation system which linking the service values of the whole service system. Meanwhile, information and communication technology plays an important role in this process. 2. Under heavy competition, integrating information and communications technologies into the overall service system can improve the competitiveness of local cultural and creative hotels, reduce the risk of the business model or service system being imitated, help guests experience diversified services, and increase satisfaction. 3. Managers could be more aware that ICT-enabled value is co-created and shared among partners and accomplish strategic fit between the initiative and the firm’s value proposition as well as synergy among partners.