A Conceptual Paper on the Impact of Innovation and Perceived Value on Tourist Satisfaction.

Hospitality innovation and perceived value are two factors that play critical roles in determining the level of happiness that tourists experience in the modern business environment. Many studies have investigated perceived value from customers' perceptions and tourist satisfaction. However, to the researchers' extent, there is a dearth in the literature on hospitality innovation. The hotel business in malaysia struggles with a discernible lack of innovation and tourists' happiness. Therefore, this study proposes a theoretical framework for hospitality innovation and the perceived value of tourist satisfaction in malaysian hotels anchored on social exchange and the spread of innovation, which has been given as a response to this research. Within the scope of this study, the independent factors being considered are hospitality innovation and perceived value, whereas the dependent variable being considered is tourist satisfaction. Eight hypotheses have been developed after a comprehensive study of the relevant literature. The current study aims to determine the importance of these hypotheses, especially within the context of malaysian hotels, even though the currently available information implies a positive association between these assumptions in different sectors. The present research seeks to ascertain their significance specifically within the context of malaysian hotels. It is anticipated that further inquiry in this area will address this gap in the literature. [ABSTRACT FROM AUTHOR]