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Service innovation for searching creative chef has become an issue of hospitality human resource management (HRM) Website. Creative Chef has been the key of competitive advantage not only for culinary industry but also for hospitality HRM Web site. The purpose of this research is to explore chef's creativity for the service innovation of hospitality HRM Web site. Qualitative method was conducted to reveal the origin of chef's creativity. The Result shows that model of personal characteristics and environmental factors can help to identify creative chef for hospitality HRM Web site and culinary industry.