Art-oriented model of hotel service innovation

Purpose: The development of artistic services is often unsuccessful because quality artistic services are characterized by offering new experiences to customers and pursuing excellence of the performing services in the details. To successfully facilitate developing artistic services, this study builds an ambidextrous service innovation and service effectiveness (ASISE) model that describes the processes and steps of art-oriented services development. Design/methodology/approach: A case study was conducted on Relais & Châteaux (R&C) hotel membership in Taiwan to better understand the steps and activities that describe service innovation processes. Triangulation was performed by compiling secondary data (e.g. official R&C notebooks and documents relating to Volando) and conducting field investigations and semi-structured interviews (with managers, employees, customers, artists). Findings: This study combined the ambidexterity perspective with the Plan-Do-Check-Action (PDCA) principle and expanded the application range of the model from improving the service process to addressing the overall service innovation process, and included the gradual construction of the eight steps of scanning, linking, designing, performing, assessing, feedback, improving and adjusting. Practical implications: Hotels can use the ASISE model developed by this study to simultaneously create new artistic service activities and enhance the effectiveness of current artistic services. Originality value: Based on the ASISE model, which emphasizes an art-oriented and continuous cycle, this study thoroughly analyzed the obstacles of integrating art into hotel service processes, and successfully established a series of steps for developing art-oriented services.