factors influencing value creation through design thinking in the hospitality industry in Ghana

Amedeker, Dominic Kwame

Title: factors influencing value creation through design thinking in the hospitality industry in Ghana
Creator: Amedeker, Dominic Kwame
Subject: Hospitality industry -- Management
Subject: Creative ability in business
Subject: Creative thinking
Date Issued: 2025-04
Date: 2025-04
Type: Doctoral theses
Type: text
Identifier: http://hdl.handle.net/10948/71948
Identifier: vital:79160
Description: Globally, as the hospitality industry continues to change, there is a growing emphasis on the application of innovative management tools to stay competitive in the global market. Design Thinking and value creation have become the management intervention. Design thinking and value creation are receiving attention in the business sector as panaceas for developing human-centered services to satisfy customers and create value for organisations. Value creation is how business organisations create and offer products and services for customers that are willing to pay and how they attempt to capture a share of the total value that is created in the resultant economic exchange processes. This research study critically identified and examined factors influencing value creation through Design Thinking in the hospitality industry in Ghana. Specifically, it examined how two different concepts of Design Thinking influenced value creation in the hospitality industry in Ghana. The study adopted a quantitative approach to gather data. Based on Fowler’s table a disproportionate stratified sample was used to select a sample size of 315 with a confidence level of 95% at a 5% margin of error. Partial least square structural equation modelling (PLS-SEM) was used for the analysis and evaluation of the hypothesised model. Findings showed that technology, employees’ knowledge and skills, external actors and financial strength through Design Thinking have a statistically significant relationship with value creation in the Ghana’s hospital industry evidenced in their respective p-values. Technology shows a moderate influence on value creation relative to external actors while the Employee knowledge and skills are crucial for service delivery in the hospitality industry. Mediation effects were asymmetrical in distribution across constructs including technology, external actors, and financial strength. While the Q² values indicate strong predictive relevance, the moderate R² values of constructs such as technology and employee knowledge and skills suggest that other unmeasured factors also have influence on value creation.The following recommendations were made based on the key results of the study, namely hospitality businesses in Ghana should invest in training employees and managers in the principles of Design Thinking. Workshops, collaborative brainstorming sessions and innovation labs will help to better embed Design Thinking into routine activities and nurture a culture of creativity and problem-solving. The industry should invest in state-of-the-art technologies such as CRM systems, mobile applications for bookings, and AI-driven data analytics to enhance customer experiences in streamlining operations and achieving cost efficiencies. The hospitality industry must implement training programmes that have a focus on both technical and soft skills, tailor-made for employee knowledge and skills to fully meet dynamic customer needs. The study also recommended the strengthening of relationships with external actors such as customers and other stakeholders, suppliers, travel agents in value creation strategies by requesting customer feedback through surveys and focus groups to adapt services to meet the diverse needs to foster loyalty. Other recommendations included leveraging financial resources strategically in areas that yield the highest returns, target emerging and luxury market segments, creating innovation by collaboration with industry players in policy formulation service models suitable for the Ghanaian market. The study further recommended the application of key performance metrics for the monitoring and evaluation of customer satisfaction, employee productivity, and financial performance to highlight areas for improvement to align with value creation goals. Finally, the government and industry associations should create a favourable regulatory environment, as well as incentives for innovation and investment to enhance the industry’s value creation capability. Further study should be conducted into the exploration of cultural influences on Design Thinking and value creation in the Ghanaian hospitality industry. Furthermore, a longitudinal study should be conducted on the long-term effects of the implementation of Design Thinking practices on value creation.
Description: Thesis (PhD) -- Faculty of Business and Economic Sciences, School of Management Sciences, 2025
Format: computer
Format: online resource
Format: application/pdf
Format: 1 online resource (227 pages)
Format: pdf
Publisher: Nelson Mandela University
Publisher: Faculty of Business and Economic Sciences
Language: English
Rights: Nelson Mandela University
Rights: All Rights Reserved
Rights: Open Access

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