Abstract:

Businesses continue their activities in a World where the demands and expectations of tourists are constantly changing. The competition between hotel businesses that can meet the changing demands of tourists is increasing day by day. Innovation practices are seen as a method to increase the competitiveness of hotel businesses in an environment where environmental conditions are constantly changing. The aim of this study is to examine the effect of tourist innovativeness on innovative hotel choice. For this purpose, the research was conducted on 666 tourists who benefited from the services provided by hotel businesses. Descriptive statistics, factor analysis, simple and multivariate regression analyses were used for data analysis. According to the results of the analysis, it was observed that the majority of the participants were in the interrogative category, and it was followed by pioneering, sceptical, innovative and traditionalist categories respectively. One of the hypotheses of the study is that tourist innovativeness has a significant and positive effect on the choice of innovative hotels. As a result of the analysis, it was seen that the idea leadership dimension, which is one of the sub-dimensions of tourist innovativeness, has a significant and positive effect on the choice of innovative hotels. The findings show that the successful operation of the hotel businesses depends on the emphasis on the innovation practices of the tourists according to the innovation tendency.

Keywords: