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Entrepreneurial and Customer Orientation as Predictors of Innovativeness in Tourism Firms

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  • Doris Gomezelj Omerzel

    (University of Primorska, Faculty of Management)

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.

Suggested Citation

  • Doris Gomezelj Omerzel, 2014. "Entrepreneurial and Customer Orientation as Predictors of Innovativeness in Tourism Firms," Academica Turistica - Tourism and Innovation Journal, University of Primorska Press, vol. 7(2), pages 15-27.
    • Handle: RePEc:prp:jattij:v:7:y:2014:i:2:p:15-27
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