Özet:

The intense competitiveness of the tourism industry requires firms to develop diverse strategies that allow them to maintain their market positions. This study’s primary aim was thus to comparatively analyse the moderating effect of structural capital in the relationship between innovation and pioneering behaviour in tourism firms in Arequipa and Cusco (Peru), both of which have been declared World Heritage cities. A quantitative approach was employed, for which 159 surveys were administered to managers of tourism companies, and the non-parametric partial least squares technique was used in the data analysis. The results revealed a direct effect of innovation capability on pioneering behaviour in these southern Peruvian cities. Additionally, structural capital had a direct effect on pioneering behaviour that was significant and non-significant in Cusco and Arequipa, respectively. Furthermore, the moderator effect was found to be divergent in both cities. Based on these results, we conclude that firms in cultural tourism destinations should bolster their innovation capability and develop a network of inter-organisational contacts to enhance their pioneering behaviour in the tourism industry.

Anahtar Kelimeler: