Καινοτομικές στρατηγικές / σύγχρονες τάσεις και προκλήσεις στον τομέα του τουρισμού: μια διερευνητική προσέγγιση
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Keywords
Καινοτομία ; Στρατηγική ; Μελέτη περίπτωσης ; Τουρισμός ; ΒιωσιμότηταAbstract
The creation of innovative products and the marketing of innovative services is nowadays one of the most frequently researched issues in science and research, as well as, tourism practice. The tourism sector is one of the most important service sectors, with significant revenues and the third largest export industry in the world. As regards the Greek economy, tourism contributes significantly to Gross Domestic Product (GDP) and employment. Increasing national and international competition, and also, the market saturation are incentives for the development of innovations. Additionally, innovation can be a precursor of entrepreneurial growth, by exploiting current developments and adapting to the demands of the economy. Τhe tourism market requires finding and implementing innovative strategies in order to develop innovative services and products, as well as, monitoring the long-term trends of tourism by entrepreneurs. Effective and creative utilization of production factors and customers orientations are necessary for creating and offering innovative services and products to tourist destinations. However, the fact that tourist products and services, as well as customers’ tourism experience are influenced by external factors, which cannot be controlled by tourism businesses and consumers, makes it imperative to create a relevant culture at national level as well. To summarize, it should be the objective of both researchers and entrepreneurs in tourism sector to develop and implement an effective innovation process in the tourist destination in order to maintain their competitive advantage in the market.