Tourism Innovation: A Spanish and Portuguese Perspective

The tourism industry is crucial to the competitiveness of the Spanish and Portuguese economy. This chapter focuses on how tourism is becoming increasingly innovative in order to derive better performance outcomes. The need for a better contextual understanding of tourism based on country contexts will be discussed. This will enable the emergence of an Iberian perspective of tourism innovation that incorporates cultural perspectives evident in Spain and Portugal. Implications for theory development and management practitioners are stated.