Measuring Service Innovation Performance: Measuring Service Innovation Performance by Diffusion Model: Empirical Evidence on New Festivals of Tourism

It is not easy to protect an unique service by regulation and patent because of the service characteristics. Service firms just only develop innovations continually to define and extend their market. Specially, the growth of some service industries (e.g. tourism) is limited by the once consumption which is difficult to repeat in short duration. The weakness has pushed these service industries to stimulate the new consumption by continual innovations which need many resources. But the ambiguous performance of service innovation could not prove the reasonableness of resource allocation. This study tries to measure new service diffusion as innovation performance in order to help evaluate the innovation decision in service industry.