Customer resistance to tourism innovations: entrepreneurs’ understanding and management strategies

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Title: Customer resistance to tourism innovations: entrepreneurs’ understanding and management strategies
Authors: Rodriguez-Sanchez, Isabel | Williams, Allan M. | García-Andreu, Hugo
Research Group/s: Sistemas de Información y Recursos Humanos en las Organizaciones (SIRHO) | Planificación y Gestión Sostenible del Turismo | Población, Medio Ambiente y Desarrollo (POMADE) | Observatorio Sociológico de la Educación (OBSOEDU)
Center, Department or Service: Universidad de Alicante. Departamento de Organización de Empresas | Universidad de Alicante. Departamento de Sociología I | Universidad de Alicante. Instituto Universitario de Investigaciones Turísticas
Keywords: Tourism innovation | Customer resistance | Entrepreneur | Perceived risk
Knowledge Area: Organización de Empresas | Sociología
Issue Date: 12-Mar-2019
Publisher: SAGE Publications
Citation: Journal of Travel Research. 2020, 59(3): 450-464. doi:10.1177/0047287519843188
Abstract: Customer resistance is the greatest risk to innovation for the entrepreneur. The aim of this exploratory study is to provide insights into this underdeveloped area in the tourism innovation literature. A qualitative approach is adopted to understand the resistance experienced by 57 entrepreneurs when introducing their innovations into the market, the causes and the actions taken to minimise resistance. Findings indicate that most entrepreneurs often encounter resistance from sceptical customers, satisfied with their status quo and with no or low appetites for innovation. The analysis reveals two main sources of resistance: the association of the innovations with particular risks, and the customers' lack of understanding of the innovation value. Communication strategies are crucial to decrease the associated risks and for trust building. The paper provides a critical perspective on the challenges faced by innovators, challenges which are often overlooked given the near-iconic status of innovation in studies of economic development.
Sponsor: This research has been supported by the European Union Horizon 2020 Research and Innovation programme [grant agreement 700893].
ISSN: 0047-2875 (Print) | 1552-6763 (Online)
DOI: 10.1177/0047287519843188
Language: eng
Type: info:eu-repo/semantics/article
Rights: © The authors
Peer Review: si
Publisher version:
Appears in Collections:INV - ANTROSOCLAB - Artículos de Revistas
INV - PGST - Artículos de Revistas
INV - OBSOEDU - Artículos de Revistas
INV - SIRHO - Artículos de Revistas
INV - POMADE - Artículos de Revistas
Research funded by the EU

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