Innovation Patterns of Small to Medium Size Hotels in Harare, Zimbabwe

Abstract

The study sought an in-depth understanding of innovative patterns of small to medium size independent hotels in Harare, Zimbabwe in the management of business. The study adopted a qualitative case study design located in the interpretive research paradigm. A purposive sample was drawn from all managers in the five small to medium size hotels within Harare Central Business Districtand thirty junior staff members from different departments of the five hotels who had served the longest. Data were collected using semi structured interviews and were analysed for content using thematic analysis. The study found that small to medium size hotels in Harare were moderately innovative and that they focused more on marketing innovations than any other forms of innovation. The study concludes that small to medium size hotels implemented very limited innovation activities particularly in terms of product innovations, process innovations and management innovations. The study recommends that small to medium size hotels should innovate in all areas in order to differentiate their products or services from those of their competitors and so as to outperform their competitors.