Entrepreneurial and Customer Orientation as Predictors of Innovativeness in Tourism Firms

Doris Gomezelj Omerzel
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Doris Gomezelj Omerzel: University of Primorska, Faculty of Management

Academica Turistica - Tourism and Innovation Journal, 2014, vol. 7, issue 2, 15-27

Abstract: Entrepreneurial orientation and customer orientation are two separate yet complementary strategic orientations that influence the innovation activities of firms. Empirical studies have separately analysed the dimensions of entrepreneurial orientation and customer orientation in relation to firm-level innovation activities. Scholars have focused to the relationship between customer orientation, entrepreneurship orientation and innovativeness in different organizations, but only a few such studies exist in the tourism sector. The purpose of this paper is to present the results of a preliminary study of the field of innovation in tourism. Entrepreneurial orientation and customer orientation as predictors of innovativeness in tourism firms are introduced, and the results and findings of the analysis and some perspectives on tourism innovation are presented.

Keywords: tourism; innovation; entrepreneurial orientation (search for similar items in EconPapers)
Date: 2014
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