Organizational Factors as Antecedents to Innovation Capability in the Hotel Industry

This paper analyses the interactions existing among innovativeness, market orientation and internal marketing in hotels, and the effect that these factors exert on innovation capability. The proposed conceptual model has been assessed using a system of structural equations based on a sample taken from 256 hotels. The results show that: (1) innovativeness and internal marketing constitute the organizational antecedents to market orientation, (2) market orientation promotes the innovation capability within the hotel industry, (3) innovativeness and internal marketing in themselves do not exert a significant influence on the development of innovative activity of the hotels, and (4) innovation capability within hotel companies leads to the acquisition of positive organizational performance.