Toward Holistic Experience-Oriented Service Innovation: Co-Creating Sustainable Value With Customers and Society

Hospitality exists from the grassroots level of society upward and plays a central role in global economy. For many organizations active this sector societies they are based in, innovation hospitality services is considered their lifeblood. Recent advancements digitalization, artificial intelligence, robotics, communications technologies, platform-based new business models transforming environment at rapid pace. However, unlike other service sectors, tourism sectors unique focus on people, experiences, wider ecosystem (i.e., environment). The makeup sector, therefore, demands distinctive approach to innovation. This study aims examine with sector. It provides holistic theoretical framework proposes an agenda for future research. suggests experience be core Consequently, firms must creating value through both technological nontechnological facilitated symbiotic manner, strong people its center, showcasing “soul” across extended “footprints” experience.