The Effect Of Culture On Innovation Management In Hotel Industry

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Biemans, Griffin and Moenaert (2015) demonstrated that business need to analyze existing new content of technology. The researcher finds out that innovation management is very important in each management stages. They need to divide the organization structure and technique, which achieve organization aims and objectives in the future (Azar and Ciabuschi, 2017). Due to tourism industry develop dramatically it has brought adequate stress of competition for hotel industry. Business needs to create and develop innovation in order to target and satisfy customers and changeable factors.

In addition, different methods of business management can show different styles of innovation management. Management methods of enterprise can be affected by administration staffs’ characters and culture difference (Amanchukwu, Stanley and Ololube, 2015). This report will argue that different culture can affect innovation management in hotel industry. The management methods of hotel industry in Spain and China compared by collecting data, exploring the impact of different cultures in hotel manufacturing, and demonstrate innovation management helps hotel industry to gain improvement and value.

Literature review


Culture has a direct relationship with innovation management. Culture plays a very important part, which can support the whole organization to operate. Many similar cultures can offer the same value concept to makes sure everyone in the organization that has one common goal (Robbins and Judge, 2016). According to Hofstede (2013), social values and traditional thinking reflect different culture in each area, and it can affect local individuals has some special sense and behavior models. Culture emphasizes flexible in many business managements. The cultural roles can be divided into function and different process impacts.

In addition, culture can be transmitted and shared, consisting of communication and mutual understanding (Furnham and Gunter, 2015). Culture can make sure that lots of pivotal functions in innovation, which this approach can stimulate innovation behavior among employees (Naranjo-Valencia, Jimenez-Jimenez and Sanz-Valle, 2016). Thus, innovation management can be affected by different culture.

Innovation management

According to Baruah and Ward (2015), innovation is unique approach that can lead to success in the organization, which can make change into opportunity. Individuals need to use and absorb information from outside and it is the key part to gain innovation ability.

The competition advantage is from innovation, which has been admitted by almost people. Innovation is a way that can make enterprises successful (Wu, 2014). Human resource management has a great impact on innovation, especially on training. It is a very important part of the management that personnel management is recognized in innovation management. Grissemann, Plank and Brunner-Sperdin (2013) demonstrated that training and recruitment can produce obvious positive results for innovation. Business can use innovation to help with development and improvement. There is a variety of recent research attesting innovation, which can help company to produce positive impacts, such as create profitable ability and increase efficiency.

Hotel industry

Along with the tourism development and expansion, and hotel industry is always at an important status. Definitely, hotel industry has become one of the biggest enterprises in the world and also develop quickly, which is recognized as the indispensable industry in global (Jones, Hillier and Comfort, 2014). Due to there are many types of services in the hotel market that can be brought much revenue in the majority nation, which is very prominent factor.

The main driving factor is the hotel performance in the hotel development process (Assaf, Josiassen and Agbola, 2015). Due to the rapid development and growth rate of the hotel industry, hotels cannot afford the regions with low profit objectives (IBISWorld, 2014; Zheng, 2014). Because the hotel industry is under great competitive pressure and needs to create the better performance to control the development of the hotel industry (Pavia, Grzinic and Floricic, 2014). So that innovation is critical in the hotel industry.

Before that Nieves Julia and Segarra-cipres Mercedes (2015) and Qin Yu, Li Bin and Yu Larry (2015) to illustrate innovation management in hotel industry, they use the different methods to demonstrate their research results. Especially, this report will illustrate the reason why choosing different country to compare the innovation management methods, as well as the different culture can have impact on innovation management in the hotel industry. We will conclude the existing journal’s research question, choose better research methodology and build up my research question to complete the research.

Research Question

Nieves Julia and Segarra-cipres Mercedes (2015) research question is ‘To contemplates two types of antecedents of management innovation in the hospitality industry’, (p.51). This is an explanatory type.

Qin Yu, Li Bin and Yu Larry (2015) research question is ‘The purpose of this article is to provide empirical evidence of innovation activities of 7 Days Inn and the impacts of these innovation management practices on enabling the firm to establish a distinctive management system in the hotel industry in China”, (p.1858). This is an explanatory type.

Explanatory can gain two variables that can influence by each other and analyze the data. Exploratory can analyze the data to understand the matter that is happened and also the researcher can ask and collect new data. (Saunders, Lewis and Thornhill, 2016).

My research question is why do hotel management innovations that can make different function in different cultures? This is an exploratory type.


H1: Culture has whether a positive or negative impact in hotel industry?

IV: culture

DV: hotel industry

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H2: Whether culture has a positive or negative impact on innovation management?

IV: culture

DV: innovation management

H3: Does innovation has greatly promoted the development of the hotel industry?

IV: innovation

DV: development of the hotel industry

H4: Whether different cultures use different strategies to deal with operation in hotels?

IV: culture

DV: different strategies

H5: Does innovation is the unique approach to improve achievement in hotels?

IV: innovation

DV: achievement in hotels

Research philosophy

Nieves Julia and Segarra-cipres Mercedes (2015) research philosophy is positivism, they just use quantitative data to collect data. They use rating to collect data, this is closed questionnaires and implemented through a self-administered questionnaire (p.54).

Qin Yu, Li Bin and Yu Larry (2015) research philosophy is pragmatism, they both use quantitative and qualitative to collect data. They use semi-interview and direct observation (p.1863-1864).

Positivism is only from objective view, and the results are very independent. This method has clear and trustworthy results. Pragmatism is contained subjective and objective points, the survey can have unique views from responders (Saunders, Lewis and Thornhill, 2016).

My research philosophy is pragmatism because it very flexible, for example, I can use interview to collect their own opinions and also, using questionnaires to gain scientific results.

Research Design

Nieves Julia and Segarra-cipres Mercedes (2015) research design used mono-method quantitative study. The researcher uses method of questionnaire and also, the results are using rating to collect data, which use ordinal way that needs responders to answer their agreement list on questionnaires (p.54).

Qin Yu, Li Bin and Yu Larry (2015) research design used mixed method. The researcher uses method of direct observation and semi-interview (semi-interview usually uses quantitative and qualitative data to collect information) (p.1863-1864).

Mono method quantitative study only uses one research method to collect data and show the result, which allow the number to be translated into information. In addition, mixed method is to use more than one research methods to collect data and it contains quantitative and qualitative data, such as using both interview and questionnaire (Saunders, Lewis and Thornhill, 2016).

My research design can use mixed method because I can collect data using different techniques, making sure the data is accurate and various, for example, questionnaires and interviews were used in one research report. Thus, I can analyze data from different approaches.

Research Strategy

Nieves Julia and Segarra-cipres Mercedes (2015) research strategy is survey and case study. The researcher uses email to collect questionnaires, furthermore, this type of questionnaire that Lau (2011) used it before (p.54).

Qin Yu, Li Bin and Yu Larry (2015) research strategy used survey and case study. The researcher used direct observation and semi-interview to collect information, and also, collecting lots of relative literature to research before the interview (p. 1863-1864).

The results of survey are easy to understand, and it can get how people think and behave on certain issues and it collects objective data. Case study is easy to manage and can produce many evidences to explore research, but the environment is restrictive. It almost can be refer to collect quantitative or qualitative data (Saunders, Lewis and Thornhill, 2016).

My research strategy uses survey and case study because survey can help me to save time and it is simple to collect data. Case study can increase the ability to solve practical problems and helps to prepare by referring to some materials in advance.

Data Collection Method

Nieves Julia and Segarra-cipres Mercedes (2015) data collection method used questionnaire. The researcher uses method of closed questionnaire, and when data collection is completed, they received 112 questionnaires but only 109 questionnaires were recognized availability (p.54).

Qin Yu, Li Bin and Yu Larry (2015) data collection method used semi-structured interview and direct observation. The researcher collected literature and 15 interview results, and each interview about 60-120 minutes. Furthermore, respondents can have their own opinion to answer detailed questions (p. 1863-1864).

Closed questionnaire means using quantitative data, most of answers having options and numbers, researchers can write or print questions on the papers in order to survey. Semi-interview means it can use quantitative and qualitative data, respondents can answer fixed questions in a random way and also can have their own opinions and suggestions. Observation means, “recording, description, analysis and interpretation of people’s behavior.” (Saunders, Lewis and Thornhill, 2016).

My data collection method will use closed questionnaire and semi-interview. Closed questionnaire is easy to collect data when I need primary sources. Semi-interview can know some unusual information that I can get different views. I prepare finding different level’s workers to help to me finished this research and collect data from American and Africa to compare the differences, in order to find more differences between two different countries. Each interview has about 15 minutes and I will arrange 20 interviews, there are divided into 5 presidents, 5 managers and 10 workers, in addition, responders can have their own thinking. Questionnaires will put response range number and options are offered for responders to answer questions. Researchers use email to send to 200 companies, then collect data and analyze results.


In conclusion, different culture can have impact on innovation management in the hotel industry. Innovation can help the enterprise to have better development. Due to the fact that research used case study that have some limitations, for example, researcher only focuses on hotel chain, which do not have ways to relate with another hotel, such as star-rated hotel and homestay. Cultural differences lead to a lack of knowledge of innovation management and a deviation in the measurement standard of management innovation. In the future, we should learn innovative methods from different countries to effectively improve the development of enterprises. At the same time, company needs to explore in a wide of scope and implement the management innovation in different management stages.

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