KEY SUCCESS FACTOR IN SERVICE INNOVATIONOF HOTEL ENTERPRISES IN TAIWAN

Innovation is regarded as the key source of competitiveness that it is required forreducing costs or enhancing quality competitiveness in tourism industry. Asaccommodation is the core service of hotel enterprises, the key business is not the ratingin the star classification system, but visitors’ direct perception of convenient facilities andconsiderate service value, which are the major factors in visitors assessing theaccommodation quality.Following the anonymous comment in Delphi Method, the experts’ opinions arerepeatedly inquired, concluded, and revised for the consistent ideas to make the keysuccess factors of Organization-oriented, Service-oriented, Market-oriented, andProcedure-oriented in Service Innovation of hotel enterprises. Applying such factors asthe dimensions to AHP, the corresponding criteria are classified for the AHPquestionnaire. Aiming at general hotels in Taipei City, Taichung City, and KaohsiungCity, total 300 copies of questionnaires are distributed to the sampled hotels, and 163valid ones are retrieved, with the retrieval rate 54%.The research results show Market-oriented (weighted 0.383), about 38.3% of theoverall weight, as the mostly emphasized dimension, followed by Service-oriented(weighted 0.259), Organization-oriented (weighted 0.216), and Procedure-oriented(weighted 0.142). Apparently, Market-oriented is mostly emphasized for ServiceInnovation of hotel enterprises in Taiwan.