AN INVESTIGATION OF INNOVATION PROCESS IN URBAN HOTELS: EVIDENCE FROM CLUJ-NAPOCA
AN INVESTIGATION OF INNOVATION PROCESS IN URBAN HOTELS: EVIDENCE FROM CLUJ-NAPOCA

Summary/Abstract: The fierce competition experienced in the global hospitality industry, more specifically the hotel sector, demand that businesses operate innovatively. As such, those who are employed in this sector should be able to keep and attract new customers by satisfying their increasingly sophisticated demands. The main objective of this study is to identify different approaches of the innovation process, especially product innovation and marketing innovation, adopted by urban hotels from Cluj-Napoca, Romania. The analysis has focused on what types of actions were primarily applied by hotels and with what effects. Further, the results of correlation analysis between marketing innovation activities and outcomes achieved by hotels are presented. The paper ends with a discussion of the results.

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