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

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dc.contributorSistemas de Información y Recursos Humanos en las Organizaciones (SIRHO)es_ES
dc.contributorPlanificación y Gestión Sostenible del Turismoes_ES
dc.contributorPoblación, Medio Ambiente y Desarrollo (POMADE)es_ES
dc.contributorObservatorio Sociológico de la Educación (OBSOEDU)-
dc.contributor.authorRodriguez-Sanchez, Isabel-
dc.contributor.authorWilliams, Allan M.-
dc.contributor.authorGarcía-Andreu, Hugo-
dc.contributor.otherUniversidad de Alicante. Departamento de Organización de Empresases_ES
dc.contributor.otherUniversidad de Alicante. Departamento de Sociología Ies_ES
dc.contributor.otherUniversidad de Alicante. Instituto Universitario de Investigaciones Turísticas-
dc.identifier.citationJournal of Travel Research. 2019. doi:10.1177/0047287519843188-
dc.identifier.issn0047-2875 (Print)-
dc.identifier.issn1552-6763 (Online)-
dc.description.abstractCustomer 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.es_ES
dc.description.sponsorshipThis research has been supported by the European Union Horizon 2020 Research and Innovation programme [grant agreement 700893].es_ES
dc.publisherSAGE Publications-
dc.rights© The authorses_ES
dc.subjectTourism innovationes_ES
dc.subjectCustomer resistancees_ES
dc.subjectPerceived riskes_ES
dc.subject.otherOrganización de Empresases_ES
dc.titleCustomer resistance to tourism innovations: entrepreneurs’ understanding and management strategieses_ES
Appears in Collections: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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