Tourism enterprises and innovation factors: evidences from the case study of Cuenca (Ecuador)

Abstract

The paper reports a descriptive analysis of the introduction of innovations: product, process, organization and marketing in micro, small and medium tourism enterprises in the city of Cuenca (Ecuador) in the period 2011 and 2012. A survey was used to 90 companies in the sector with qualitative indicators. The results of the analysis revealed that innovations are more incremental than radical, mainly with product improvements and the introduction of new processes, improved business practices and incorporating mechanisms for promotion within marketing. Incremental and radical innovations show an association with the company size and annual sales.