ABSTRACT
The main purpose of this study is to highlight the need to reconceptualize the theoretical constructs of innovation in the tourism industry. This chapter scrutinizes the existing definitions of innovation in tourism and provides a conceptual framework that considers this topic from tourism destination marketing perspective. The similarities and differences of each are reviewed, and a synthesized conceptualization of innovation is offered. A literature review examines innovation in tourism and destination marketing, taking a broad perspective of the topic in terms of research and practice as well as conceptualizing the relevant destination constructs. This study is limited in taking a marketing perspective. Implications for future research in innovativeness in practice are recommended.
