| Abstract [eng] |
82 pages, 10 tables, 10 pictures, 10 annexes. The main purpose of this master thesis is to analyze the impact of hotel innovation on consumer satisfaction. The work consists of three main parts: analysis of literature, development of the research methodology, analysis of the empirical findings. The essence of the thesis paper is presented in the introduction; the thesis paper ends with conclusions and recommendations, references, and annexes. Literature analysis presents a classification of the tourism business, highlighting the five main sectors and challenges facing companies working in the tourism business. One of the challenges is highlighted and analyzed. It is consumer satisfaction as the main focus of the master's work. This chapter also provides an analysis of business processes, highlighting the main business processes carried out in hotels. Literature analysis allows identifying the main innovations that are applied in hotel processes and the benefits of innovations for the company. This analysis allows to identify what which innovations are being implemented by hotels and which of those innovations affect consumer satisfaction. Research methodology is based on the modified model of consumer satisfaction with innovation, including the value created for tourists. The main hypotheses include the impact of innovation on consumer satisfaction and the impact of innovation on consumer satisfaction through the value created for tourists. Data is collected via the online survey, using convenience sampling. The research instrument, questionnaire, is developed using the scales that had appropriate reliability in the earlier studies and applying them to the survey. The empirical analysis is performed on the basis of 382 questionnaires. The key elements of the sample structure include: the majority of respondents are female 63%; according to age, respondents are distributed in two main groups (18-24, 25-34). The largest group of 40% is 18-24 years old. The majority of respondents are working people or working students and went to the chosen hotel for recreational purposes. The reliability of the used scales is appropriate (Cronbach‘s Alpha between 0.630 and 0.955) and allows the further analysis of data. The data analysis allows confirming the impact of innovation in hotels on consumer satisfaction. Process, technological and marketing innovations in hotels have a positive and significant impact on customer satisfaction. Technological innovation has the most direct impact on consumer satisfaction from all three innovations. Innovations through creating value for tourists also have a significant and positive impact on consumer satisfaction. The study revealed that of processes, technological and marketing innovations, processes, and technological innovation, consumer satisfaction is determined only through value created by tourists. And also that marketing innovation can have a direct impact on consumer satisfaction as well as through value creation. Performed theoretical and empirical analysis allows developing conclusions and recommendations. Their most important element includes research-based confirmation that innovations for consumer satisfaction have a positive and significant impact. |
