Resilience & Innovation in Tourism

In general, tourist organizations show a preference toward innovation, including, adapting and evaluating technological tools. However, the ability to adopt such tools is usually related to the belief that the inclusion of technology, by itself, is a source of competitive advantage. Thus, many hoteliers understand that the use of ICT to market their products and services (information about prices and discounts, advertising,…), which shows a poor use of the potential of this technological resource. As such, many hotel companies have limited knowledge about the real extent of the use of ICT, relegating his role as an operating platform ,which, manages economic and financial structure. The hotel organization must understand the real extent of this tool, to be able to integrate, build and even reconfigure its internal and external competencies, in order to manage them to give an answer rapidly in a global and vulnerable market.