INNOVATION IN TOURISM, IT'S ROLE IN STRENGTHENING THE COMPETITIVE ADVANTAGE OF THE TOURISM PRODUCT

Abstract

Due to the growing interest in tourism, the modern tourist is as knowledgeable as possible in selecting a tourist product. Therefore, it is necessary to pay more attention to the selection of innovative tourism resources when forming the tourism product. Therefore, the current paper aims to explore the role of innovation as a tool to support the competitive advantage of a tourism product. The paper discusses the advantage of innovative methods during the formation of cultural and ecotourism resources. The results of the study show that innovation is a powerful tool that can increase the competitive advantage of a tourism product. This will have a positive impact on the competitive position of the country. Accordingly, the creation of innovative tourism products and activities will help promote the tourism sector and increase its positive impact.