Service is considering being one of a vital and essential aspect of the hospitality industry as customers increasingly turn towards using products and services rather than owning. Since excellent service influences a guest's decision to return to the hotel several times, it is necessary to innovate in designing the service provided in order to gain a competitive advantage that contributes to increasing the overall income. The support and cooperation of the hotel staff and the creation of an environment suitable for innovation and creative thinking are among the main factors in improving the quality of service and gaining the trust of guests. Therefore, employees are play great importance role in the hospitality industry because their work is an integral part of innovation in designing and providing service.
This research aims to explore the dimensions the impact of the four elements of innovation and creative thinking (Flexibility - Fluency - Sensitivity and Originality), which have varying proportions of their impact on the innovation process in the hospitality industry as well as measure consumer perception towards the hospitality industry and choosing it based on the degree of satisfaction with the innovative service provided. In addition to measuring the gap between guests' expectations and their perceptions of creative thinking methods, and developing strategies for designing production processes in the food and beverage sector to achieve a competitive advantage in order to win their satisfaction in the hospitality industry.