INNOVATIVE PRACTICES IN TOURISM. APOSSIBLE MODEL BY FOSTERING SHADOW FACTORS

The paper is the result of an empirical research, a study that includes a theoretical framework. The data used to test our hypotheses come from 60 small tourism firms from Bihor County, Romania. The research conducted has revealed that actions focusing on innovation must be based on a solid analysis, supported by the knowledge and the understanding of the contextual factors (environment, culture as a mental programming, values) also based on the organizational factors (the management commitment, systemic perspective, learning and practice of experimentation, rapid transfer of knowledge within the organization). For the purpose of this work, the contextual factors that are exogenous represent the shadow factors. The studies performed in three European projects implemented in tourism SMEs of Bihor County have allowed us to advance the idea that contextual and organizational factors, that are identified as the source of innovation are based on rationality, which is enlarged by affectivity and imagination. The identified correlations may be considered, in our opinion an element of novelty and originality. Finally, the purpose of this paper is to provide a possible model, based on the idea of building an innovative firm, the one that has learned how to determine their own employees to be innovative. O03, L2, L26