ABSTRACT
As in most industries, innovation is a vital aspect of the hospitality industry and has become increasingly imperative for the marketing practices of this industry over the past decade. Hospitality marketing scholars have acknowledged the need for more research on innovation. In order to provide insights for future research, this chapter summarizes the fundamental concepts and outlines the primary research approaches to innovation by reviewing hospitality and general business literature. The conclusions delineate key topics and identify managerial opportunities and challenges relevant to innovation in hospitality marketing.
