engleski

Innovation in tourism: perception of tourism providers from Croatia and Serbia

Innovations represent a challenge that every company is facing during their life cycles no matter what kind of business sector it is operating. In today's modern world full of competition and fast-growing industry, it is paramount to be innovative, especially in tourism. Tourist itself and tourist demand is rapidly changing and competition is increasing, thu investing in new tourism services and offers that are diverse from others, is an essential component of tourism enterprises. While in many other businesses, products can be patented, it is much more complicated in travel and hospitality, where services, as intangible, can’t be protected in the same way. Copying competitors is therefore easy to implement in practice. This has led to many similar destinations offering similar tourism products, which emphasizes the need for countinous innovation in tourism in order to stay competitive in the market and differentiate from others. The research provides an overview of a few companies operating in tourism in Croatia and Serbia. The results show respondents have similar wishes and motives when implementing new ideas or innovations, such as educated workforce, health and well-being of people or improved way of business management. The key limiting factors identified are the lack of financial resources for new ideas or innovations and legislative obstacles. However there is willingness to implement innovations and readiness to work towards it. Education and a capable workforce are deemed essential to accomplish and implement new innovations in most companies.

Innovation, tourism, Europe, Serbia, Croatia, tourism providers, SMEs in tourism

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