Innovation as a source of competitiveness in tourism

U suvremenom poslovanju i u novoj eri turizma i hotelijerstva, pred turistička poduzeća se postavljaju brojni izazovi, a jedan od njih je biti kreativniji i istaknuti se od konkurencije. Bilo da se radi o hotelima, restoranima, turističkim agencijama i ostalim drugim dionicima uključenim u turistička kretanja, svi znaju mnogo više o svojim gostima nego prije, bilo da za to primjenjuju mjerenje zadovoljstva, koriste specijalizirane softvere ili ostale oblike inovacija. Pri tome je naravno potrebno paziti da se ne izgubi kvaliteta pruženih usluga, budući da se pojavom novih trendova identitet tradicionalne turističke marke postupno razvija. Mnogi turisti mogu imati velika očekivanja kada dođu u posjet hotelu, destinaciji, kupe turistički aranžman ili objeduju u restoranu, ali i s pravom jer je današnji doživljaj teško ponoviti i nadmašiti. Ukoliko se žele odvojiti od konkurencije za turistička i hotelska poduzeća je važno da uvode inovacije i nove tehnologije u svoj model usluge gostima, kako bi bili na vrhuncu kreativnosti i inovativnosti u turističkim djelatnostima. Upravo te naznake daju svrhu ovom završnom radu gdje je cilj naglasiti kako su inovacije u turizmu i hotelijerstvu važne jer imaju sposobnost pozitivne transformacije turističkog sektora, a tijekom posljednjih nekoliko godina one su se razvijale brzim tempom. Istraživanje je provedeno sekundarnim izvorima podataka, a krajnji ishodi su potvrdili kako se turistička djelatnost mnogo promijenila, digitalizirala i tehnološki razvila. Upravo zbog toga su inovacije izvor i način za razvoj konkurentnijih i visokokvalitetnih turističkih proizvoda i usluga koji će podržati njihovu konkurentnost na današnjem promjenjivom i turbulentnom turističkom tržištu.In modern business and in the new era of tourism and hotel industry, tourism companies face numerous challenges, and one of them is to be more creative and stand out from the competition. Whether it's hotels, restaurants, travel agencies and other stakeholders involved in tourism, they all know much more about their guests than before, whether they apply satisfaction measurement, use specialized software or other forms of innovation. Of course, care must be taken not to lose the quality of the services provided, since the identity of the traditional tourist brand is gradually developing with the emergence of new trends. Many tourists may have high expectations when they come to visit a hotel, destination, buy a tourist package or dine in a restaurant, but rightly so, because today's experience is difficult to repeat and surpass. If they want to separate themselves from the competition for tourist and hotel companies, it is important that they introduce innovations and new technologies into their model of service to guests, in order to be at the peak of creativity and innovation in tourism activities. It is these indications that give purpose to this final paper, where the goal is to emphasize that innovations in tourism and hotel industry are important because they have the ability to positively transform the tourism sector, and during the last few years they have been developing at a fast pace. The research was conducted using secondary data sources, and the final results confirmed that the tourism industry has changed a lot, digitalized and developed technologically. This is exactly why innovations are a source and a way to develop more competitive and high-quality tourism products and services that will support their competitiveness in today's changing and turbulent tourism market