Sustainable Innovation and Creativity for Value Creation: A Study of Hospitality Enterprises in Jos Metropolis, Nigeria

Abstract

Hospitality enterprises in Nigeria are currently experiencing serious stagnation. Their rate of value creation has been on the decline as a result of inadequate sustainable innovation, creative skills, emerging technology, and inadequate adoption of the automation system. This study aims to investigate the impacts of sustainable innovation on creativity for the creation of value in hospitality enterprises in Jos Metropolis. 108 individuals were selected as the sample size through the formula by Morgan and Krejcie. Furthermore, a quantitative approach was applied as the primary method of data collection. The formulated hypotheses were tested using Ordinary Least Squares (OLS) regression method. Based on this study’s findings, a significant association was proven between sustainable innovation and customers’ satisfaction, creativity skills, and competitiveness. However, there was no significant association between the utilisation of technology and the creation of value in hospitality enterprises. Lastly, it is recommended that owner-managers in hospitality enterprises improve their sustainable innovation for value creation and service delivery. They should focus on customers’ needs and satisfaction, the utilisation of technology, in the long run, improvement in the return on investment, increase in profit margins and revenue, and large market share for sustainable growth of the hospitality enterprises in Jos Metropolis.

Keywords: Sustainable innovation, Creativity, Value creation, Hospitality enterprises, Jos, Metropolis

DOI: 10.7176/EJBM/11-26-04

Publication date:September 30^th 2019