Revolutionizing Hospitality: Strategic Integration of Innovation Management Embracing Technological Innovation for Enhanced Customer Experiences

This article critically examines the role of innovation in the hospitality sector, focusing on how hotels can enhance efficiency and customer satisfaction through digital advancements. It stresses the need for adapting to technological trends and consumer expectations. Also, it highlights the necessity for hotels to adapt to technological trends and evolving consumer expectations to maintain market relevance. The analysis highlights the integration of strategic planning, innovation management, cultural shifts, and technological adoption as key to fostering sustainable innovation. The importance of balancing traditional hospitality values with modern solutions to create competitive service offerings in the hotel industry is underscored. Key areas discussed include digital transformation in hotels, different tiers of innovation, and the challenges and strategies for implementing transformative innovations. The article concludes by emphasizing the necessity for hotels to combine operational efficiency, customer satisfaction, and game-changing innovation strategies, highlighting the potential of technologies like AI and robotics in revolutionizing the guest experience. It underscores the importance of balancing traditional hospitality values with modern technological solutions to create a unique and competitive service offering in the hotel industry.


Introduction
The growing interest in innovation capabilities suggests that innovation may be viewed as a crucial factor for achieving success in an increasingly competitive global economy (Alegre et al., 2005;Day et al., 2000).Nevertheless, achieving and sustaining successful innovation is fraught with challenges stemming from uncertainties in technology, unclear market signals, and a nascent competitive landscape (Forsman, 2009).Some scholars contend that the effectiveness of innovation heavily relies on the systematic approaches organizations employ to create new and improved products, services, production systems, and business processes (Wychal et al., 2011).This encompasses the framework for evaluating innovation readiness and the development and testing of metrics to gauge it (Setiawan, A. et al., 2018).The current era of digital connectivity, which is driving the Fourth Industrial Revolution (Deloitte Touche Tomahtsu Limited, 2018), is marked by the widespread use of connected mobile devices, increased computing power, ample digital storage capacity, and easy access to digitized information.These factors are contributing to rapid and disruptive changes in society (Schwab, 2015).These shifts in consumer behavior have raised customer expectations and significantly impacted various industries, including hospitality.As customers transition from the information age to the experience age in a world of ubiquitous mobile connectivity (Giannoukou et al., 2022;Wadhera, 2016), they demand more than just the ability to search and book hotels directly.This shift has compelled travel organizations to become more customer-centric, responsive, and relevant throughout the entire customer journey.Failing to do so has led to the loss of market share and channels (Lam and Law, 2019).To adapt to evolving customer expectations, hoteliers have had to defend their digital competitive position not only against other hotels but also against disruptors in the tourism and accommodation sectors (Lam and Law, 2019).The sharing economy has introduced new competition, and social media and travel review platforms have become significant influencers in travel accommodation selection (Peterson, 2015).While some hotel companies have reported a rebound in direct bookings from customers, OTAs' market share remains high.Moreover, such campaigns come with hidden costs, as offering financial incentives to boost short-term market share without a long-term strategy to strengthen their brand and customer appeal can erode margins and risk commoditizing their product, further diminishing brand loyalty (Lam and Law, 2019).Considering these circumstances, hotels must ensure they are leveraging the right enabling technology to maximize their data assets and enhance their understanding of customers, resulting in more relevant interactions and ultimately higher customer satisfaction, loyalty, and usage.This requires the strategic use of appropriate technologies to extract insights from existing data not only during but also before and after guests' stays.Furthermore, since changes and disruptions can occur suddenly and unexpectedly in a digitally connected society, hoteliers need to address not only current competition and issues but also prepare for future changes and threats in the external environment.Given the economic challenges of shrinking margins and competitive disruptions, players in the hotel industry must find innovative ways to leverage new technologies to remain competitive and regain customer loyalty (Lam and Law, 2019).To succeed and thrive in this new competitive landscape, hotel companies are undergoing digital transformation, which leverages digital technologies and necessitates the overhaul of entire organizations, including their activities, processes, structure, and revenue models, to stay relevant and competitive in the market (Matt et al., 2015).Digital transformation is a dynamic process that considers the interconnectedness and dependencies within and between businesses and functions, requiring organizations to be ready to implement different action plans facilitated by technology (Westerman, 2017).Thus, the role of technology in digital transformation goes beyond automation and optimization; it aims to help organizations achieve sustainable competitive differentiation by creating additional value (Melian-Gonzalez and Bulchand-Gidumal, 2016).
Previous studies have highlighted that successful digital transformation involves not only technology but also the alignment of strategy and other factors, including people, culture, mindset, talent development, and leadership (Goran et al., 2017).The key to digital transformation lies in focusing on the transformation aspect rather than just the digital aspect, necessitating organizational agility in systems, processes, structure, setup, and people with the right mindset and culture (Westerman, 2017).Past research has shown that critical dimensions for organizations to achieve digital transformation include fostering a collaborative culture, data-driven practices, team members with innovative mindsets, and a customer-centric focus (Buhse, 2015 andKumar et al., 2017).In the face of intense competition for channel and market share, hoteliers must transform their business operations to adapt to the new era of multi-device mobile Internet connectivity and offer personalized customer experiences that exceed expectations and reestablish customer loyalty (Lam and Law, 2019).Many hotel companies have pushed their properties to enhance their customer management capabilities, upgrade their digital infrastructure, and modernize their customer systems and platforms to leverage data and analytics and redesign customer journeys.The goal is to implement more customer-centric marketing strategies that set them apart through product and service innovations aimed at achieving customer personalization (Lam and Law, 2019).For branded hotel companies, achieving customer-centricity requires a strategy developed by the corporate office of the hotel management company and supported and executed by the managed properties (Collins and Perret, 2015).Many hotels, especially those constrained by resources or adhering to traditional practices, encounter challenges in innovating.In the hospitality sector, excelling in guest experience and embracing a genuinely guest-focused innovation strategy is rare.Exploring these various innovation levels reveals their individual importance.Nonetheless, hotels aspiring to be forward-thinking should aim for innovations that are more centered on the guests, elevating their experience substantially.

Three tiers of innovation
The first is guest-agnostic innovation that concentrates on enhancing the hotel's internal operations and processes, often prioritizing the hotel's needs, and potentially neglecting the direct impact on the guest experience.This type of innovation focuses on the hotel's benefits, which might come at the cost of guest convenience or satisfaction (Colotta et. al, 2003).The second tier involves hotels starting to understand how their operational choices affect guests.This perspective is still from an internal viewpoint.The goal here is to spot and mitigate any negative consequences for guests (Liang, T.-P., & Tanniru, M., 2007).The limitation of this tier is that it may not always align with guests' actual needs or desires.It's a step closer to being guest-centric, but it still originates from the hotel's perspective, with doubts about whether the efforts truly resonate with or are valued by the guests (Chandler et al., 2019).The third tier represents a rare and more ambitious goal: genuine guest-driven innovation.This level is entirely about the guest experience, redefining, and revolutionizing services to forge new value and outstanding experiences from the guest's perspective.Achieving this requires deep understanding of guest preferences, readiness to take bold risks, and often, substantial investment in new ideas and technologies (Johansson, 2023).

A. Operational-Centric Innovation: Focusing on Internal Efficiency
Operational-centric innovation in the hospitality sector is centered around an in-depth analysis and enhancement of a hotel's internal operations (Ahmed et. al., 2014).This approach is primarily concerned with improving operational efficiency, reducing costs, and optimizing processes.The objective is to fine-tune each aspect of the hotel's operations to ensure maximum efficiency and cost-effectiveness (Coltman, T., Devinney, T.M., 2013).While advantageous for the hotel, this strategy might compromise guest comfort and satisfaction.This oversight can create a perception that the hotel values its own interests over those of its customers.The core of this strategy is to make the hotel's daily operations more streamlined and less demanding in terms of resources (Gu, et. al., 2012).This might involve the adoption of new technologies, reorganizing staff tasks, or updating service procedures, all aimed at making the hotel nimbler and reducing its resource consumption.Some examples would be: i) Implementing Automation: Introducing technologies such as self-service check-ins and check-outs, digital concierge services, or AI-based customer support.These not only save time but also reduce labor costs.ii) Energy Efficiency Initiatives: Investing in energy-saving appliances, intelligent lighting systems, and sustainable energy sources to lower utility expenses and appeal to environmentally conscious guests.iii) Streamlining Housekeeping: Reorganizing housekeeping operations for greater efficiency, possibly through varied cleaning timetables, advanced cleaning tools, or offering guests the choice to decline daily linen changes.Hotels need to understand that cost savings and environmental considerations should not compromise guest satisfaction (Colotta et. al, 2003).By achieving this balance, they can build a solid foundation for outstanding service, ensuring that operational advancements positively influence the guest experience (Cepeda, G. and Vera, D., 2007).

B. Guest-Centric Compensatory Innovation: Balancing Approach
The Guest-Centric Compensatory Innovation strategy is centered around prioritizing guests in every decision-making process (Aas et al., 2010).This approach acknowledges that even minor operational changes can profoundly affect the guest experience.It involves understanding these impacts and creatively compensating for them to preserve and improve guest satisfaction (Peixoto et al., 2022).This strategy is defined by a proactive approach to understanding and meeting guest needs and preferences (Selden, L., & MacMillan, I. C., 2006).Hotels employing this method consistently evaluate and adjust their services to resonate with what their guests value the most, aiming to deliver a high-quality, personalized experience (Shin, H., & Perdue, R. R., 2022).Some examples would be: i) Compensatory Perks: Providing benefits like free services, upgrades, or welcome gifts to offset any inconvenience caused by operational adjustments.ii) Customized Guest Experiences: Personalizing the guest experience based on individual preferences, such as adjusting room settings, giving tailored activity suggestions, or fulfilling special requests.iii) Flexible Hotel Policies: Enacting policies that provide more adaptability, like relaxed cancellation terms, options for early check-in, or extended check-out, to suit different guest needs.While this method is more attuned to guest needs, it may not always fully meet guest expectations as the compensations might not align with each guest's specific needs or preferences (Barrett, 2015).For this approach to be more effective, hotels should gain a deeper insight into their guests' preferences and offer more customized compensations (Wu, Y et al., 2022).This could include more systematic guest feedback collection, segmenting guest profiles for relevant compensations, and adopting a proactive approach in anticipating and addressing guest needs (Bhat, D. A. R., & Sharma, V., 2021).

C. Breakthrough Innovation: Pioneering a Guest-Centric Transformation
Breakthrough innovation in the hotel industry marks a significant shift, moving away from minor enhancements to dramatically improve the guest experience (Busulwa et al., 2022).This strategy involves launching groundbreaking concepts and experiences that are not just upgrades but transformative changes.These innovations strive to establish a distinctive value proposition, distinguishing a hotel in a highly competitive marketplace (Wynn, M.; Jones, P., 2022).Some examples would be: i) Tailored Stay Lengths: Providing guests the option to choose their check-in and check-out times, offering a level of personalization and flexibility that defies standard industry practices.ii) State-of-the-Art In-Room Technology: Equipping rooms with advanced technology like voice-controlled smart systems, virtual reality setups, or tailored streaming services for a unique, modern stay.iii) Innovative Loyalty Schemes: Designing loyalty programs that surpass conventional point systems, offering unique experiences like bespoke local tours, special event access, or opportunities for guests to engage in community projects.Breakthrough innovation, or the Guest-Centric Transformation in the hotel sector, entails embracing transformative ideas that fundamentally alter the guest experience (Siguaw et al., 2000).These are not mere improvements, but radical shifts that align closely with evolving guest expectations and technological progress.The potential benefits are substantial: differentiating the hotel in the market, providing highly personalized and unforgettable guest experiences, and positioning the hotel as a visionary, guest-focused leader (O'Connor, P.; Murphy, J., 2004).Such innovations can fulfill, foresee, and shape future guest demands and preferences, revolutionizing the hotel experience (Li et al., 2021).

Challenges of the future
Implementing transformative innovations does carry risks, including the possibility of failure.It's a common misconception that all such innovations necessitate large investments.Many groundbreaking ideas can begin with smaller investments, especially when they utilize existing technologies or capitalize on emerging trends (Jani, D., Han, H., 2014).The real challenge often isn't the size of the investment but overcoming the conservative mindset prevalent in the industry.Many hotel executives are reluctant to depart from established practices, hindering innovation.The key is to view innovation as a strategic investment with long-term benefits, rather than merely as an expense (Kim, H.J., 2011).The hospitality industry has been historically slow to adopt new technologies, with many hotels still operating on outdated systems.This hampers their ability to innovate and meet contemporary guest expectations (Salunke et al., 2013).This delay in embracing new technology is less about the swift evolution of technology and more about a conservative approach among hotel leaders.Often, there's a lack of vision or understanding of how technology can improve guest experiences and operational efficiency (Tseng et al., 2015).Hotels need to develop a culture that is agile and open to innovation.Embracing technology is not simply about keeping pace with trends; it's about reimagining how technology can add value for guests and differentiate the hotel in a competitive marketplace (Weerawardena, J., Mavondo, F.T., 2011).The hotel industry's digitalization challenges are not only due to conservative leadership within hotels but also influenced by the mindset of technology vendors in the sector.Many vendors, crucial in shaping the industry's technological framework, also tend to be conservative (Wu et. al., 2010).The conservative stance of vendors is reflected in their product design and updates.Technologies like revenue management systems, while advanced in optimizing room revenue, often lack integration with guest needs and preferences (Foroudi et al., 2018).This results in missed opportunities to use technology for a more comprehensive enhancement of the guest experience (Salunke et al., 2019).The bottleneck created by vendors is significant.When the tools available to hotels are based on outdated models, it limits even the most progressive hoteliers from adopting more advanced, guest-oriented strategies (Morosan, C., & DeFranco, A., 2019).Forward-thinking hoteliers face the challenge of overcoming internal conservatism and encouraging technology vendors to develop more innovative, guest-centric solutions.Hotel leaders should actively engage with vendors to create technologies that meet modern guest expectations and industry trends (Lam, C. and Law, R., 2019).It's crucial for hoteliers to demonstrate to vendors the market demand for flexible, data-driven, and guest-focused technological solutions.Hotels need to be clear about their needs and how evolving technology can support their objectives for improved guest satisfaction, operational efficiency, and long-term market competitiveness (Law et al., 2009).The future of the hotel industry depends not just on hoteliers embracing digitalization, but also on technology vendors evolving their products to support more innovative, adaptable, and guest-focused hotel operations.

Leadership Skills and Effective Hotel Leaders
To revolutionize the hospitality industry, one must possess a profound comprehension of the competencies and skills crucial for effective leadership.Competency models have been created to ascertain the essential skills necessary for future leaders in the hospitality industry (

Neuroeducation: Gamification Innovative Techniques in Hospitality
The combination of gamification and neuroeducation offers a promising opportunity to improve the leadership abilities of hotel executives in the hospitality sector.Gamification, using game elements in non-game situations, has gained significant recognition for its capacity to enhance engagement, motivation, and learning outcomes across different fields.Mahmud and colleagues (2020).Moreover, gamification elements such as leaderboards and rewards have been linked to heightened motivation and the tendency to engage in social comparison behavior (Huschens et al., 2019).Gamification elements in education have demonstrated the capacity to improve learning processes and stimulate learner engagement (Antonopoulou et al., 2022b;Gaalen et al., 2020).Furthermore, gamification in the hospitality sector has been recognized as a method to impact consumer engagement, loyalty, and satisfaction (Gkintoni et al., 2021b;Pasca et al., 2021).Furthermore, neuroeducation, which centers around comprehending the neurological mechanisms that underlie learning and behavior, can be utilized to create engaging gamified educational experiences for hotel leaders (Gkintoni et al., 2023a;Gkintoni et al., 2023b).Neuroeducation programs that incorporate principles from neuroscience and education can address psychosocial concerns and needs and use gamification to promote the holistic development of hotel leaders (Gkintoni et al., 2022).This approach encompasses cognitive, emotional, and social aspects (Antonopoulou et al., 2021c;Kanmani et al., 2022).In addition, the thorough examinations of neurodevelopmental outcomes and quality of life emphasize the significance of taking cognitive functions and adaptive skill levels into account when implementing educational interventions (Giannoulis et al., 2022;Satomura, 2023).The use of gamified neuroeducation in the training of hotel leaders has the potential to tackle future challenges faced by the hospitality industry, such as talent recruitment and succession planning (Antonopoulou et al., 2022a;Cheung et al., 2018).Gamified neuroeducation can enhance the development of crucial leadership skills and competencies needed in the fast-paced and competitive hospitality industry by creating an immersive and compelling learning environment (Antonopoulou et al., 2023a;Gkintoni et al., 2021a).Thus, investigating the application of gamification and neuroeducation in hotel leadership offers a chance to transform leadership training in the hospitality sector (Halkiopoulos et al., 2023b).

Neuromarketing To Improve Customer Experience
Neuromarketing, a state-of-the-art technique for directly investigating consumer thoughts, has garnered interest for its capacity to transform the hospitality industry by enhancing customer experiences.Morin (2011) is the reference source.Research has demonstrated that neuromarketing plays a significant role in identifying consumer preferences, enhancing companies' ability to cater to consumer needs more efficiently (Ismajli et al., 2022).Moreover, using neuromarketing tools in hospitality and tourism research is valuable for comprehending consumer behavior and improving customer experiences (Boz & Koc, 2022).Furthermore, the comprehensive analysis of neuro-tourism studies highlights the possibility of utilizing neuromarketing to enhance the understanding of tourism and hospitality theories, underscoring its importance in influencing the industry's future (Al-Nafjan et al., 2023).Furthermore, the potential application of EEG in tourism and hospitality research emphasizes the essential significance of neuromarketing in formulating efficient marketing strategies (Li et al., 2021).By incorporating neuromarketing into the hospitality industry, customer experiences can be revolutionized through enhanced consumer behavior and preferences comprehension.This can result in developing more efficient marketing strategies and tailored services.In summary, the hospitality industry is changing, and one specific aspect of this transformation involves using neuromarketing techniques to improve customer experiences.Neuromarketing, a technique that directly investigates consumers' minds, can offer a more profound understanding of consumer behavior and preferences in the hospitality sector.Kandampully et al. (2018) conducted the study.By comprehending the neurological reactions of customers, hospitality establishments can customize their services to cater to their clientele's distinct requirements and preferences, ultimately resulting in enhanced customer experiences.This strategy aligns with the increasing focus on customer experience management in the hospitality industry.Moreover, incorporating neuromarketing tools in hospitality and tourism research has been acknowledged as a valuable strategy for comprehending consumer behavior and improving customer experiences (Halkiopoulos et al., 2022).The utilization of neuromarketing in the hospitality sector shows potential for enhancing customer experiences by creating more personalized and impactful interactions, thus influencing the industry's future.

Embracing Technological Innovation on Data Security and Privacy in Hospitality
Incorporating technological advancements in the hospitality sector raises significant concerns regarding data security and privacy.Safeguarding sensitive data becomes paramount as the industry adopts technological advancements such as information and communication technologies (ICTs), cloud computing, and the Internet of Things (IoT).The potential advantages of these advancements must be weighed against the necessity to protect customer data and maintain privacy standards (Law et al., 2014).Implementing technological solutions in the hospitality industry, such as entirely electronic systems, requires a comprehensive assessment of information technology security and privacy practices.This is necessary to ensure compliance with regulations and safeguard sensitive data (Uwizeyemungu et al., 2019).Moreover, the growing dependence on cloud computing and the Internet of Things (IoT) in the hospitality industry presents novel security and privacy concerns (Gousteris et al., 2023;Xiao & Xiao, 2013;Vlachou et al., 2023).The interconnectivity of these technologies necessitates the implementation of thorough protocols for data authentication, access control, and protection against potential cyber threats (Ahanger & Aljumah, 2019).Furthermore, using biometric data and gathering personal information to improve services and enhance customer experiences require robust security and privacy frameworks to safeguard consumer data (Law et al., 2014;Mohammed & Taha, 2021).Within healthcare data, the shift towards electronic health records and the adoption of advanced technologies in hospital environments highlights the utmost significance of tackling security and privacy issues (Oh et al., 2021;Angst et al., 2017).It is crucial to enforce security measures and privacy requirements to protect electronic health data and reduce the risks associated with potential data breaches (Angst et al., 2017).Managing data security and privacy is crucial for successfully integrating disruptive technologies and service innovation in the hospitality industry (Lee et al., 2023;Khan, 2020).The implementation of cutting-edge management strategies in the hospitality industry, which involve the utilization of technology-based initiatives, requires a thorough approach to tackle security and privacy concerns (Stamatiou et al., 2022;Hidayah et al., 2021; "Assessing Infirmary Innovative Management: Relating Service Quality and Innovativeness", 2018).

Digital Marketing Techniques for Revolutionizing Hospitality
The hospitality industry is being transformed by digital marketing strategies, especially in intelligent tourism.Integrating cutting-edge technologies and data-centric approaches has transformed how hospitality enterprises interact with travelers and provide tailored experiences.The primary focus of the study is to emphasize the importance of researching to guide the development and management of intelligent tourism (Halkiopoulos et al., 2021).It highlights the significant impact that digital marketing can have in shaping the intelligent tourism industry (Gretzel et al., 2015).In addition, it examines the connection between rural and intelligent tourism, highlighting the significance of efficient marketing strategies and stakeholder collaboration in promoting innovative tourism projects (Halkiopoulos et al., 2023a;Auzina et al., 2023).Moreover, digital transformation in the tourism industry highlights the importance of utilizing machine learning methods to analyze and promote digital innovation in the tourism sector (Madzík et al., 2023).Furthermore, the research conducted by Chamboko-Mpotaringa and Tichaawa examines how domestic tourists perceive the utilization of digital marketing tools and platforms, providing valuable insights into the changing dynamics of digital marketing in the tourism industry (CHAMBOKO-MPOTARINGA & Tichaawa, 2023).Moreover, applying tourism analytics using extensive user-generated content highlights the capacity of data-driven insights to shape digital marketing strategies for tourism destinations (Mariné-Roig & Clavé, 2015).Furthermore, the research conducted by Gavrilović and Maksimović (2018) highlights the significance of sustainable and environmentally conscious digital marketing strategies in transforming the hospitality industry within intelligent tourism.

Big Data Analytics for Revolutionary Hospitality
Integrating big data analytics and advanced technologies can profoundly transform procedures, amplify efficiency, and propel strategic progressions in the Tourism industry.Within the hospitality industry context, big data analytics provides significant and valuable information regarding customer behavior, preferences, and market trends.The utilization of big data in diverse industries, such as banking and healthcare, highlights the extensive influence of big data analytics in guiding strategic decision-making and improving operational processes

Conclusions
Overcoming the digital conservatism in the hotel industry requires a joint effort from both hoteliers and technology vendors.This collaboration is vital for creating a technological ecosystem that meets current operational needs and facilitates future innovations and enhancements in the guest experience (Bonacchi, M., & Perego, P., 2011).The journey towards Breakthrough Innovation in the hotel industry involves tackling technological hurdles and transcending internal cultural and mindset barriers.It demands a visionary mindset, a readiness to explore new possibilities, and a commitment to continually adapt to changing guest preferences and technological progress.The three innovation strategies -Inside-Out Innovation for operational efficiency, Guest Experience-Centric Innovation focusing on customer satisfaction, and Game-Changing Innovation aimed at redefining the guest experienceare each vital in shaping the future of hospitality.Hotels should strive for a harmonious combination of these strategies.Operational efficiency is fundamental but should not compromise guest satisfaction.Similarly, while pursuing pioneering innovations, the core services must remain robust and dependable.Regardless of the chosen innovation path, prioritizing the guest experience in all decisions is crucial.Understanding and anticipating guest needs is key to differentiating an average hotel from an exceptional one (Sheldon, P.J., 1983).Being able to adapt and evolve with market shifts, technological progress, and guest preferences is vital for ongoing success.Investments in new technologies, training, and sustainable practices are crucial not just for relevance but for leading the way towards a more innovative, guestoriented, and environmentally conscious future.The prospect for hotel innovation is promising and full of opportunities.From AI and robotics to bespoke experiences and sustainable practices, the potential avenues for hotel innovation are boundless.Continuous reassessment and reinvention are essential for hotels to effectively operate and serve their guests (Buhalis, D., 2020).Nonetheless, the core focus remains the same: enhancing the guest experience, boosting operational efficiency, and creating lasting impressions.
Antonopoulou et al., 2019;Chung-Herrera et al., 2003).The competencies encompassed in this list are leadership, communication, customer service, work habits, ethics, team building, dispute resolution, and goalsetting skills(Antonopoulou et al., 2020;Antonopoulou, 2023;Bharwani & Talib, 2017).Moreover, there is a suggestion to incorporate a more comprehensive array of leadership skill development into hospitality courses to enhance the acquisition of transformational leadership skills and competencies among undergraduate students(Antonopoulou et al., 2021a;Sisson & Roberts, 2022).Aside from leadership competencies, the future of the hospitality industry encounters obstacles that require attention(Antonopoulou et al., 2021b).The identification of current and future challenges in the hospitality industry has led to the recognition of the significant role that servant leadership plays in addressing these challenges(Chon & Zoltan, 2019).Moreover, the advancement of enhanced delivery agents has been emphasized as a last obstacle in boron neutron capture therapy, which holds the potential to fundamentally transform the clinical aspects of patient treatments(Matović et al., 2020).In addition, the integration of information and communication technologies (ICTs) and the Internet has significantly impacted the tourism and hospitality industry.This has resulted in the rise of online travel agencies and a shift towards using the Internet for distribution by small and medium-sized hotels(Buhalis & Kaldis, 2008).Moreover, the hospitality industry has encountered benefits and difficulties due to the Internet of Things (IoT), highlighting the necessity for additional investigation(Elkhwesky & Elkhwesky, 2022).Furthermore, within healthcare leadership, researchers have examined the efficacy of hospital managers, uncovering the significance of proficient communication and interaction between managers and employees in attaining organizational objectives(Asiabar et al., 2019).Moreover, the impact of leadership skills on the efficacy of departmental leadership in hospitals has been acknowledged, resulting in the introduction of leadership training and mentorship initiatives to address the leadership deficit(Antonopoulou et al., 2021d;Kiptingos et al., 2020).
(Dmonte & Dmello, 2017; Antonopoulou et al., 2023b).The study underscores the significance and potential of big data analytics in healthcare, emphasizing its ability to bring about significant changes and create new possibilities (Raghupathi & Raghupathi, 2014).The study conducted by Antonopoulou et al. (2022c) highlights the significance of big data in financial management and innovation within the banking industry, specifically focusing on analyzing hospital financial management innovation models.Big data analytics can revolutionize financial institutions by fostering innovation, optimizing risk management, and improving customer experiences.In addition, the study conducted by Antonopoulou et al. (2022c) demonstrates the importance of big data in shaping economic policy and decision-making.The study specifically focuses on using big data computing in health sciences, highlighting the value of data sets as reference points for developing methods and improving performance in extensive data analysis (Huang et al., 2015).Moreover, this review underscores the difficulties and possibilities of utilizing big data in healthcare, focusing on the imperative to tackle the worldwide distribution of data and the existence of varied standards to harness big data for healthcare progress (Kruse et al., 2016).