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THE TECHNOLOGY OF DEVELOPING INNOVATIVE STRATEGIES FOR TOURISM ENTERPRISES: IMPLICATION AND GUIDELINES FOR SELECTING STRATEGIES WITH THE USE OF SPACE-ANALYSIS

Studying the problems of development in the sphere of innovations is a key issue, given the fact that the development of tourism enterprises depends on the selection of innovation strategies based on the influence of external and internal environmental factors. The relevance of these issues determined the goal and objectives of the study: to consider the technology of developing innovative strategies in tourism and to give some guidelines for determining the innovation strategy for tourism enterprises with the use of the SPACE- analysis matrix. Based on the results of the theoretical research, the author describes the main categories: tourism, innovation in tourism, innovation strategy; the author substantiates the influence of key factors on the development of innovation activities in tourism. In the practical part of the article, the author describes a strategic diagnostics of innovation activities of tourism enterprises and gives the guidelines on selecting an innovation strategy based on the SPACE-analysis matrix, which allows to single out four types of innovation strategies: the strategy of “Tiger” (“dependent”), the strategy of “Dragon” (“offensive”), the strategy of “Snake” (“imitation”), the strategy of “Dog” (“defensive”). The result of the study is the technology of development and selection of innovative strategies of tourism enterprises. The innovative strategy of tourism enterprises is considered as one of the economic instruments of their development and competitive recovery, taking into account the creation of a new tourism product or modifying an already existing product, improvement of transport, accommodation and other services, development of new markets, introduction of advanced information and communication technologies, and improvement of modern forms of organization and management activities. The author evaluates external and internal factors on the example of “Astravel Ltd.” and “Barbados” travel agencies. Using the CASE-analysis matrix, the author selects a number of innovative strategies and proposes activities for their implementation. SPACE-analysis, the method of selecting a strategy for determining an innovative strategy for tourism enterprises, was further developed.

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