Innovation Strategies and Business Networks: A PLS-SEM Analysis in Rural Tourism Entrepreneurship

Wendy Anzules-Falcones (), Juan Ignacio Martin-Castilla and Ana Belén Tulcanaza-Prieto
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Wendy Anzules-Falcones: Grupo de Investigación Negocios, Economía, Organizaciones, y Sociedad (NEOS), Carrera de Administración de Empresas, Facultad de Ciencias Económicas y Administrativas, Universidad de las Américas (UDLA), Vía a Nayón, Quito 170124, Ecuador
Juan Ignacio Martin-Castilla: Departamento de Organización de Empresas, Facultad de Ciencias Económicas y Empresariales, Universidad Autónoma de Madrid, 28049 Madrid, Spain
Ana Belén Tulcanaza-Prieto: Grupo de Investigación Negocios, Economía, Organizaciones, y Sociedad (NEOS), Escuela de Negocios, Universidad de las Américas (UDLA), Vía a Nayón, Quito 170124, Ecuador

Sustainability, 2025, vol. 17, issue 13, 1-19

Abstract: This study examined how entrepreneurs in the tourism sector can develop competitive advantages in a highly competitive environment. The relationship between innovation strategies, business networks, and service innovation was investigated using a PLS-SEM analysis with a sample of 32 tourism enterprises in Ecuador, namely, Cotacachi, Otavalo, and Quiroga. A structured questionnaire was used to evaluate service innovation, strategic renewal, and the development of business networks. The results indicate that internal knowledge sharing, process optimization, and the creation of new services drive creative strategies. Simultaneously, innovation and strategic renewal are positively associated with participation in business networks. In addition, access to external financing was identified as a key factor in enhancing innovation. These findings underscore the importance of designing public policies that promote tourism innovation through comprehensive programs combining access to finance, strengthened business networks, and internal capacity training. This paper offers strategic insights into the competitiveness and sustainability of tourism enterprises in emerging economies.

Keywords: business networks; innovation strategies; rural tourism entrepreneurship (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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