Role of Drivers of Employee Service Innovative Behavior in the Hospitality and Tourism Sector Using Fuzzy AHP Approach

Employee Service Innovative Behaviour (ESIB) is a significant contributor to the economic growth of many developing countries in the hotel and tourism industry. Numerous antecedents influencing ESIB have been examined in hospitality and tourism-related research; nevertheless, there are still numerous domains where our knowledge of these antecedents is lacking. The evidence supporting the relationships between ESIB and its antecedents has been inconsistent among studies, leading to data inaccuracies and inconsistent findings for both academics and practitioners. The present study used the Fuzzy Analytic Hierarchy Process (AHP) to determine the drivers that foster innovative behavior among employees in developing nations in the hospitality and tourist sectors. The findings demonstrated that the most important sub-factor influencing the ESIB is Work Motivation and that the primary crucial factor affecting the ESIB is Individual Work Attitude.