Development of an Innovation Model in Tourism as an International Industry

Studies related to innovation in tourism, even in developed countries, have received more attention in the last three years and the development of innovation models in this field has been less attention. Therefore, paying attention to tourism and innovation in this field, which is one of Iran's potential for increasing national income, is very important and necessary. The purpose of this research is to develop an innovation model in the tourism industry. The statistical population of the research was 130 managers of the tourism active companies and startups in Tabriz. This research is applied in terms of purpose and descriptive-exploratory in terms of method. Using Cochran's formula, the sample size estimated 97. By studying the research literature and background, the effective factors on innovation in tourism were identified and then with the opinion of industry and university experts (expert panel), the conceptual model of the research was designed. The data collected through a researcher-made questionnaire, as a research tool, was analyzed via confirmatory factor analysis and structural equation modeling by partial least squares method. The findings showed that the factors of human capital, participation, financing and information technology (IT) have a significant effect on innovation in tourism. Also, two moderating variables of company size and industry macro environment had a positive and negative effect on the relationship between these factors and innovation in tourism