Fonte: Journal of Tourism & Development; Vol 40 (2023); 103-112
Palavras-chave:
Resumo: In today's globalized world, companies in the tourism sector must continually innovate due to the tastes and preferences of their customers and develop sales strategies to face the competition: facts that constitute a recurring challenge in order to strengthen the capacity for innovation, since its development and management depend to a large extent on factors that promote its evolution and lead to offering something new, that exceeds expectations and generates unique experiences for its consumers. Given this, the present study focuses on carrying out an analysis of human capital as a determinant of innovation, specifically in the Ecuadorian South. The methodological approach used was quantitative and the hypotheses were verified through the Chi-square statistical test. The results show that the relationship between innovation and human capital, measured by the 'training' variable, is not verysignificant, a fact that shows that not only is it enough to have qualified personnel but that permanent training is required, promoting the creativity of the staff and allocate the necessary spaces and resources to promote innovative actions focused on customer satisfaction.
