ABSTRACT
The relationship between innovation and positive outcomes has been demonstrated by several studies, although its ideation, introduction, implementation and management can be risky and uncertain. Innovation and experience in the tourism industry have been analysed as distinct research streams. This chapter reviews the literature on the topics of innovation and experience. For the completion of the theoretical framework, the resource-based theory (RBT), the service-dominant logic (SDL), and the dynamic capability view are analysed. The chapter refers to the analysis of a case study that facilitates the understanding not only of how innovation influences the creation of an experience approach but also of what are the real and concrete benefits obtained by the firm from the adoption of this vision and by the customer who lives the tourist experience. Finally, some conclusions underline the main theoretical and managerial insights and the further directions for the growth of research on these topics in the tourism industry.
