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The main purpose of this chapter is to analyze the relationship between service innovation and experience creation in the context of spas, wellness and medical tourism. The objectives include providing an overview of service innovation theory and models and applying them to the spa, wellness and medical tourism sectors.

Primary research was undertaken with the purpose of identifying the most important elements in the experiences of spa and wellness guests and tourists. An online questionnaire was collected from 17 different types of spa and wellness facilities from 56 countries including all kinds of spa, wellness hotels, and retreats. Information given was based on three major demand segments: local customers, domestic tourists, and international tourists. A case study is also given of Pärnu hospital in Estonia, where innovative practices are being implemented to enhance the patient experience.

Findings suggested that some aspects of innovation (e.g., design and technology) are not as important as expected, but evidence-based treatments, medical services, and natural and local resources are.

The research gives important insights into customer preferences and current and future trends; however, the research only focused on operator rather than consumer perspectives. This would require further research.

The research findings provide useful information to operators who are trying to create innovative, unique, and competitive customer services.

Existing service innovation models are applied to new sectors (spa, wellness and medical tourism) and new insights are given into how these sectors can increase innovation and enhance customer experiences.

In the food delivery industry, mobile applications have become an important platform for providing services and interacting with customers. Thus, this study aims to examine whether customers’ perceived innovation changes their patronizing behavior intention toward the brand’s application.

Using data from food delivery customers in the USA, this study identifies the relative impact of multidimensional innovation (i.e. service concept innovation, service process innovation and customer experience innovation) on customers’ behavior. Partial least squares-structural equation modeling is used to test the hypotheses.

Results show that customers’ perceived service process and experience innovation increase commitment, which turns into reuse intention of the delivery application. Commitment also increases the impact of customers’ perceived innovation on loyalty. However, in this study, service concept innovation is insufficient to solely create positive behavioral intention.

Findings suggest that a food delivery application that continues to innovate to improve the service process and experience can be an effective marketing tool because they increase bonding with customers. This study recommends that food delivery companies manage their relationship with customers to achieve sustainable growth.

Despite the growing attention in the mobile service industry, limited studies have examined the effects of innovations of food delivery application on customers’ behavior. Thus, this study provides useful guidelines that advance mobile commerce research, especially in the food delivery industry.

Insufficient attention to the specific nature of healthy food experiences might limit the success of related innovations. The purpose of this article is to adopt a value‐in‐use perspective to conceptualize healthy food consumption as experiential and emotional, rather than the mere intake of nutrition, and to examine the development of healthy food communication with a service science approach.

With a service science approach, this study proposes a virtual healthy food platform for children. The key data come from internal project documents, workshops with children and other stakeholders (e.g. parents, teachers), and interviews with project team members.

The simultaneity of functional and hedonic benefits, implications for multiple stakeholders, social norms, and need for expertise characterize healthy food experiences. The proposed framework accounts for enablers, principles, outcomes, and challenges affecting the development of communication integral to healthy food experiences, using project data and tools as illustrations.

This study contributes to growing literature on service science by introducing key principles and contingency factors that influence the success of experience‐centric service innovations. Quantitative research should validate the established framework and investigate the elements' relative usefulness for developing healthy food communication.

The service science approach involves multiple stakeholders, empathic data collection, and visual tools to develop an entertaining platform to help children learn about healthy food.

This research conceptualizes and validates healthy food experiences as value‐in‐use offerings. The proposed service science approach accounts for the interactions among stakeholders, the holistic nature, and specificities of a real‐life decision context for improving healthy food experiences.

This study aims to examine the relationships between three styles of conflict management [cooperative conflict management (COP), competitive conflict management (COM) and avoidance conflict management (AVO)], the subjective relational experience, perceived insider status, organization-based self-esteem and employees’ service innovation behavior in the airline industry.

Through both offline and online survey methods, a total of 304 Korean employees of eight airline firms in Asia were asked to complete the questionnaire. A structural equation modeling analysis was conducted to test the proposed hypotheses.

COP and AVO had significant positive effects on the subjective relational experience, and COM had a significant negative effect on the subjective relational experience. In the subsequent process, the subjective relational experience had a significant positive effect on the perceived insider status but not on organization-based self-esteem and employees’ service innovation behavior. Finally, the perceived insider status and organization-based self-esteem had significant positive effects on employees’ service innovation behavior.

The results have important practical implications for developing human resource management (HRM) practices in airline firms. More specifically, airline firms should provide management training courses that encourage team leaders to create environments in which employees can form an attitude of “we are in it together”, collect conflict issues from employees in a unanimous manner and then resolve them smoothly without further problems and avoid treating conflicts as win-lose contests. These guidelines may help employees unwind from conflict situations and maintain positive relationships with their colleagues.

Previous studies have paid little attention to effects of conflict management styles on employees’ service innovation behavior through positive psychological experiences based on a holistic model. The results offer new insights into the extended model and have valuable implications for HRM practices in the airline industry.

This paper aims to explore the pertinent issues of innovation and service experiences in family firms in the tourism industry, which are mostly small- and medium-sized enterprises.

The conceptual paper, building on social identity theory, undertakes a thorough review of the relevant literature before developing propositions regarding innovation and service experiences for small family firms in the tourism industry.

Small tourism family firms are faced with deficits in strategic orientation and innovation, and cooperation seems to be a means to overcome size deficits in family-run businesses. Customers integrated into the service experience enhance innovative developments and foster innovation in small tourism firms. As a prerequisite, the service experience must be appropriately managed by collecting and evaluating relevant data on customers’ needs, expectations and satisfaction. An open-minded and consumer-focused market-driven strategy seems to be an advantage.

Future research should undertake empirical studies to validate and/or modify the propositions presented in this conceptual paper.

This is one of the few studies to have addressed the relationship between service experiences and innovation for family-run small businesses in the tourism industry.

This study aims to provide an understanding of the concept of service innovation resulting from emerging technologies and suggest areas for future hospitality and tourism research. By thoroughly reviewing previous literature, this study provides the basis for improving customer service with service innovation.

This study examines the existing body of knowledge from leading hospitality, tourism and business journals by performing content analysis.

This study reveals the multifaceted aspects of service innovation practices using emerging technologies. Findings provide an evidence base to future studies by highlighting the role of technology in hospitality and tourism service innovation.

The major contribution of this study is the demonstration of an approach for both academic researchers and service providers how they can use the technology to improve customers’ perceived value, experience and engagement.

本论文旨在讨论新兴科技对服务创新的应用以及酒店和旅游管理领域中的未来发展方向。本论文通过全面回顾文献，对服务创新中的客户服务提供基础理解。

本论文通过对酒店、旅游、以及商业领域顶尖期刊文献做文本分析，以达到研究目的。

本论文提供了新兴科技对服务创新措施的多方面讨论。研究结果强调了科技对酒店和旅游管理创新中的重要地位，对未来研究做出了指导性意见。

本论文的主要贡献在于向学术研究人员和服务提供商展示，如何运用科技来加强客户感知价值、体验、以及客户参与。

服务创新、顾客价值、顾客体验、顾客参与、价值共创、科技、批判性文献综述

文献综述

The aim of this chapter is to discuss the experience-centric strategy from the aspect of innovation management, its contribution to designing and managing valuable tourism experiences, especially in context of guided tours.

The study reviews literature on experience-centric approaches and innovation, it discusses the concepts of experience-centric innovation and experience innovation, particularly the role of experience design and market intelligence in experience-centric service processes. It analyzes empirical data from interviews with eleven tour providers.

Creating novel experiences through product innovation was found as the most common type of innovation on frames of guided tours. The group size was identified as an influential feature of the experience design, and imitation has proved to be a major threat. The role of knowledge management and dynamics of knowledge were explored, too, and tour guides were identified as experiential knowledge collectors and/or creators; thus their role in knowledge management is crucial alongside the market intelligence. In contract with theoretical proposition, costumer-driven innovation is not seen by tour providers as a crucial issue in creating memorable experiences.

The chapter studied only traditional guided tours where the customer meets the service provider, and the data was collected only in Budapest.

The chapter emphasized the role of market intelligence and experience design in the process of experience-centric service provision for a successful innovation – in frames of a theoretical model. The empirical results identified some main issues and obstacles in implementation of the experience-centric approach and innovative tools and processes in context of guided tours.

This study aims to investigate the effect of customers’ multisensory service experience on customer satisfaction with cognitive effort and affective evaluations using big data and business intelligence techniques.

Online customer reviews for all New York City hotels were collected from Tripadvisor.com and analyzed through business intelligence and big data analytics techniques including data mining, text analytics, sentiment analysis and regression analysis.

The current study identifies the relationship between affective evaluations (i.e. positive affect and negative affect) and customer satisfaction. Research findings also find the negative effect of reviewer’s cognitive effort on satisfaction rating. More importantly, this study demonstrates the moderating role of multisensory experience as an innovative marketing tool on the relationship between affect/cognitive evaluation and customer satisfaction in the hospitality setting.

This study is the first study to explore the critical role of sensory marketing on hotel guest experience in the context of hotel customer experience and service innovation, based on big data and business intelligence techniques.

This paper aims to evidence the importance of art professionals’ participation in experiential innovation processes, in particular for the gastronomic experiential services, likewise their support to maintain companies at the vanguard in a market of experiences.

Data are collected, in the first phase, through an elaborated questionnaire. In the second phase, a list of companies is created, based on the qualification that users give to the category “creative gastronomy”, in different online portals of restoration.

The authors found that art professionals are a strategic and differentiating element for companies that want to break away from the market and increase their revenues. The third part of the interviewed companies that innovate in services experience processes are conformed by multidisciplinary teams, some of the companies take into account the coalition of art professionals with kitchen professionals. This coalition has allowed the companies to increase its billing, stay at the vanguard of the market and more important to maintain their gastronomic experiences services.

One of the main obstacles for conducting this research was observed when carrying out the surveys, as the concept of “team” in the studied sector is not understood as part of the daily administration.

The teams that have made this coalition type, and those that have teams of other specialized professional profiles, have increased their sales through the creation of gastronomical experiences. However, in this research, it is observed that, the companies that combine their teams and do a co-design work and co-development idea have been able to stay at the vanguard of the service and considerably increase their billing.

Human resources, with their respective competitions, abilities, techniques and knowledge, are the fundamental base in this type of service. The creation of strategic relationships with other companies or individuals, for either managerial alliances or recruitment and disposition of multidisciplinary teams at the internal level, could be more natural and generate new business opportunities.

The contribution of the paper focuses on the analysis about art professionals’ (artists) role at the time companies decide to sell sensations and emotions to a new consumer profile.

This study investigates how customer experience mediates the relationship between online innovation and repurchase intention in the hotel industry in Ghana.

Data was collected from 167 clients from a two-star hotel in Accra, the capital city of Ghana. Structural equation modelling was used to analyse the relationship between the variables.

Results from the analysis indicate that online innovation positively leads to higher repurchase intentions and better customer experience, affirming that customer experience leads to repurchase intentions. Thus, while online innovation leads to repurchase intentions, the strength of this repurchase intention depends on customer experience. Therefore, customer experience mediates the relationship between online innovation and repurchase intention in the hotel industry.

This study addressed only the customer's point of view; future studies could investigate the subject from the managers and other stakeholders' point of view to get a holistic view. Also, the sample size could be improved, and the study could be conducted in other African countries for comparison purposes.

The study shows that online innovation does not automatically lead to increased positive repurchase intention. Hotel managers must, therefore, enforce good customer experience for better profitability.

As far as the researchers know, limited studies have been conducted into how customer experience mediates online innovation and repurchase intention in the hotel industry in Ghana using structural equation modelling. This makes this research unique in Ghana. This study makes an original contribution by measuring the real effect of innovation on repurchase intentions in the hotel industry in Ghana.