The Orientation towards Innovation of Spa Hotel Management: The Case of Romanian Spa Industry

The aim of this paper is to analyze the orientation towards innovation of the Romanian hotel managers in the spa industry. In order to determine this aspect, a pilot study based on an online questionnaire was applied to the hotel employees working in the industry, by analyzing the openness to innovation and involvement of employees in the innovation process. Firstly, the literature regarding innovation in services, hospitality and innovation orientation was reviewed. Secondly, the contextual background in which the study was developed (the Romanian spa industry) was analyzed. Thirdly, the results of the pilot study undertaken in order to determine the innovation orientation of the hotel managers of the spa industry were presented.