“…Seldom will innovation lead to changes in the characteristics of the service itself and usually it is accompanied by a new pattern of distribution, interaction with customers, reconfiguring the servicedistribution time, or utilization of a new technological potential (Hertog, 2000). With regards to the tourism sector, as a sub-sector of services, researchers are of the opinion that competition in this sector is high and innovation is necessary for firms and tourism destinations to remain competitive (Williams, 2014;Alsos et al, 2014;Mart ınez-Rom an et al, 2015;Pappas, 2015;Thomas and Wood, 2015). In addition, numerous studies show that there is a correlation between the growth of tourism and levels of innovation (Mottiar, 2004;Getz and Carlsen, 2005;Bardolet and Sheldon, 2008;Cawley and Gillmor, 2008).…”