Main Article Content
The purpose of this research is to study the factors causing food and beverage service innovation and to study the patterns of food and beverage service innovation in the fine dining restaurant during the New Normal Pandemic in Thailand. This qualitative research study used documentary research, participated observation, and in-depth interviews. The population is a purposive selecting of the fine dining restaurants of five-star hotels in Thailand. The data were collected by in-depth interviews with food and beverage managers or management levels who understand the food and beverage operation and their policies. Data were collected from 12 managers of 12 hotel restaurants in 4 tourist destinations in Thailand; Bangkok, Pattaya, Phuket, and Chiang Mai. The study found two factors that contributed to the food and beverage service innovation during a new normal pandemic. 1) External factors; These include the spread of COVID-19 and the government's issuance of SHA health and safety standards. 2) Internal factors; including internal reforms of an organization and the use of technology to enhance the efficiency of restaurant operation. The results of the study showed that 6 patterns of service innovations were created to increase the efficiency of restaurant operations during the new normal pandemic. The six patterns consist of; 1. Design and atmosphere of the restaurant, 2. Food safety and hygiene, 3. Technologies applications, 4. Social Responsibility, 5. Human Resources Management and 6. Service process.
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by two peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
Amazing Thailand Safety & Health Administration. (2020). Checklists for hygiene inspection in the restaurants' basic standards. Retrieved June 20, 2020, from https://www.thailandsha.com/example/en/1.pdf.
Barras, R. (1986). Towards a Theory of Innovation in Services. Research Policy, 15(4), 161-173.
Board of Economics Tourism and Sports. (2020). World Tourism Situation Q1. Tourism Economic Review, 1(4), 5-16.
Department of Business Development. (2019). Restaurant Business Analysis for February 2019. Retrieved May 20, 2021, from https://www.dbd.go.th/download/document file/Statistic/2562/T26/T26_201902.pdf.
Elshaer, Abdallah M. (2021). Restaurants’ Response to Covid-19 Pandemic: The Realm of Egyptian Independent Restaurants. Journal of Quality Assurance in Hospitality & Tourism, online publication. https://doi.org/10.1080/1528008X.2021.1911732
Gadrey, J., Gallouj, F., & Weinstein, O. (1995). New modes of innovation: How services benefit the industry. International Journal of Service Industry Management, 6(3), 4-16.
Gössling, S., Scott, D., & Hall, M. (2020). Pandemics, tourism and global change: A rapid assessment of COVID-19. Journal of Sustainable Tourism, 29(1), 1–20. https://doi.org/10. 1080/09669582.2020.1758708.
Havanon, Napaporn. (2009). Narrative approach: the turning point of social science research. Journal of the Mekong Societies, 5 (May-August), 1-22.
Jen-Son Cheng & Chia-Wei Liu (2015). Typology of Service Innovation in Foood and Beverage Industry in Taiwan. University Journal of Management, 3 (7), 291-297.
Junkrachang, Piyanart., Chareanporn, Tarittawan., Chaisanit, Pornpimol., & Klakayan, Proychai. (2021). Food Storytelling in Chefs’ table: Creating a Competitive Advantage of The Restaurant Business. UTCC International Journal of Business and Economics (UTCC IJBE), 13(1), 167-185.
Khongsawatkiat, Kittiphun. (2013). Business research methodology: Business research methods. Bangkok: Pongwarin Printing.
Kim, J., & Lee, J. C. (2020). Effects of COVID-19 on preferences for private dining facilities in restaurants. Journal of Hospitality and Tourism Management, 45 (1), 67–70. doi. 10.1016/j. jhtm.2020.07.008
Makoto Usui. (2012). Service Innovation. 2nd ed. Bangkok: Technology Promotion Association (Thailand-Japan).
Mahmoud Abdulai Mahmoud, Robert E. Hinson, Patrick Amfo Anim. (2017). Service innovation and customer satisfaction: the role of customer value creation. European Journal of Innovation Management, 21(3), 402-422.
Milan Ivkov, Ivana Blešic, Karolina Simat, Dunja Demirovic, Sanja Božic, Vidoje Stefanovic (2016). Innovation in the restaurant Industry-an Exploratory study. Economics of Agriculture, 63(4), 1169-1186.
Sengupta, A. & Dev, C. S. (2011). Service Innovation： Applying the 7-I Model to Improve Brand Positioning at the Taj Holiday Village Goa, India. Cornell Hospitality Quarterly, 52(1), 11-19.