In today's globalization and strong competition on national and international markets, innovation is a key factor in boosting competitiveness, making a major contribution to adapting Tourism businesses to ever-changing environmental conditions and conducive to sustainable growth. Looking at the problems related to the innovation activity of tourism enterprises, it is necessary to take into account the novelties in the development of tourism business in the contemporary conditions. These are

more »

... arily related to the fact that the user of tourist services is now much more active and with much more clearly defined expectations and needs than the passive user of tourist products. To a large extent this is due to the rapidly developing information and communication technologies in recent years which provide practically unlimited access for consumers to heterogeneous and sometimes contradictory information on tourism products and services. All of this, in turn, leads to the transformation of the tourism market into a highly dynamic and consumer-oriented one. This type of market requires that the organization and management of the tourism enterprise is also directly oriented towards consumers and the satisfaction of their conscious and unconscious needs.