This study examined innovations as drivers of performance in the hospitality industry: A study of selected in Awka, Anambra State. Specifically, the study modelled the effect of product innovation, process innovation, marketing innovation and organizational innovation on the performance of hotels in Awaka, Anambra State using descriptive statistics and econometric regression model of the ordinary least square. Findings revealed that product innovation, process innovation, marketing innovation and organizational innovation are significant determinants of performance in the selected hotels in Awka. They also show a positive relationship with the performance of the hotels; the joint effect of the explanatory variable in the model account for 85% of the variations in the performance of the hotels. Based on the analysis and findings of this study, the researcher therefore recommends that: Management of hotels should strive to hire managers who are innovative and proactive in improving service delivery processes on a continuing and consistent basis. This will enable the hotels to remain competitive. Staff with the cognate academic background and experience should be employed to manage hotels. This is because they are the people that are in a better position to initiate innovative ideas. Hotels in Awka should engage the services of management consultants for their strategic plans and the attendant implementation strategy on the various key drivers of innovation, in order to enhance their performance and become competitive in the market.
Product Innovation, Process Innovation, Marketing Innovation and Organizational Innovation, Hospitality Industry, Hotels
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