Abstract—This research aimed to explore factors affecting to
service innovation and how well the influence of innovative
practices on the way guests perceiving value and their intention
to return the hotels. Quantitative research approach was
applied with convenient sampling technique and a completed
set of well-structured questionnaires was delivered directly to
300 respondents who were foreign tourists staying at three to
five-star hotels in Ho Chi Minh City, Vietnam. This study found
that marketing-focused innovation, process innovation, price
innovation, hotel types, customization of service, and use
information technology were positively correlated with guest’s
return intention. In addition, the empirical results showed that
factors of pricing innovation, process innovation and hotel types
provided both indirect and indirect effects towards the return
intention.
Index Terms—Hotel types, process innovation,
marketing-focused innovation, pricing innovation, perceived
value, guest return intention.
Mai Ngoc Khuong and Tran Huong Giang are with the School of Business,
International University –VNU-HCM, Vietnam (e-mail:
mnkhuong@hcmiu.edu.vn, huonggiangtran10153@gmail.com).
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Cite: Mai Ngoc Khuong and Tran Huong Giang, "The Effects of Service Innovation on Perceived Value and Guest’s Return Intention — A Study of Luxury Hotels in Ho Chi Minh City, Vietnam," International Journal of Trade, Economics and Finance vol.5, no.6, pp. 503-510, 2014.