Business Commons^™

Moving Beyond Product Innovation In Tourism: Benefits And Challenges, Mary O'Rawe

Books / Book chapters

Many difficulties still exist in translating innovation theories into action in the tourism industry. A substantial literature base is now in place addressing innovation typologies and methodologies and assessing organisational structures, cultures and sizes. Despite this, transferring leading-edge research on organisational innovation and creativity into pragmatic strategies for tourism enterprises has not been fully successful. The most cited and obvious form of innovation is product innovation. It is on this basis that the success of organisations is often judged. In tourism, this criterion for measuring innovativeness is flawed. It encourages companies to spend heavily on visible product changes, often at …