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Innovation Strategies and Business Networks: A PLS-SEM Analysis in Rural Tourism Entrepreneurship

Year: 2025

Type: article

Abstract: This study examined how entrepreneurs in the tourism sector can develop competitive advantages in a highly competitive environment. The relationship between innovation strategies, business networks, and service innovation was investigated using a PLS-SEM analysis with a sample of 32 tourism enterprises in Ecuador, namely, Cotacachi, Otavalo, and Quiroga. A structured questionnaire was used to evaluate service innovation, strategic renewal, and the development of business networks. The results indicate that internal knowledge sharing, process optimization, and the creation of new services drive creative strategies. Simultaneously, innovation and strategic renewal are positively associated with participation in business networks. In addition, access to external financing was identified as a key factor in enhancing innovation. These findings underscore the importance of designing public policies that promote tourism innovation through comprehensive programs combining access to finance, strengthened business networks, and internal capacity training. This paper offers strategic insights into the competitiveness and sustainability of tourism enterprises in emerging economies.

Source: Sustainability

DOI: 10.3390/su17136161

Authors: Wendy Anzules-Falcones, Juan Ignacio Martin-Castilla, Ana Belén Tulcanaza-Prieto

Institutions: Universidad de Las Américas, Universidad Autónoma de Madrid

Language: English

Topic: Innovation and Knowledge Management

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

SDGs: Industry, innovation and infrastructure, Decent work and economic growth

Open Access status: gold

Estimated APC paid: $2,896