ABSTRACT
In the chapter, the authors intend to achieve several related research goals, including in particular:
To determine which mechanisms and procedures to develop that will encourage a group of senior clients to participate in co-creating innovation;
To develop an effective model for the introduction and development of co-creating value dedicated to small hotel chains with the key participation of senior clients.
Research approach/methods:
Literature review;
Analysis of available documents of the hotel chain;
Survey of senior customer groups;
Direct interviews with top-level managers.
The results include the identification of needs, challenges and barriers of the co-created innovation within the hotel chain sector. The authors have also established a model for involving senior clients in co-created innovation.
The study has both scientific and practical implications. The scientific implications include state-of-the-art research on the factors that influence open innovation within the hotel chain sector. The practical implications indicate the use of the results for further development of methods, tools and services, which would support the co-creating innovation approach with senior clients’ participation.
Originality/value: The study has allowed the discovery of methods that involve senior clients in co-creating innovation. The methods established on the basis of research have been combined into an effective original implementation model.
