TOURISTIC PRODUCT INNOVATION IN HOTELS INSTALLATION. A PROCEDURE FROM COMPLEX ADAPTIVE SYSTEMS

Abstract

Objective: To design a procedure for touristic product innovation from a complex adaptive system viewpoint, for generating new and improved products. Methods: The approach uses theoretical methods such as logical-historical, and induction-deduction; empirical methods such as interview, observation, and survey. It is used the team work technique Parallel Learning Structures, which facilitates learning and innovation. We also use computational intelligence techniques such as Markov chains and association rules for generating innovation sequences with SAC-InnoTour software. Main results: It is designed a procedure based on adaptive complex systems, for generating adaptive characteristics that modifies its structure and adequates the innovation sequences according to the hotel installation, supported by the SAC-InnoTour software elaborated with this purpose. Its application in the Meliá Cayo Coco hotel, leads to the development of four new or improved products, as well as the identification of 10 competitive advantages that contribute to the differentiation and satisfaction of clients in the hotel. Conclusions: The procedure works as a complex adaptive system because generates adaptive features that modify its structure, evidenced through the innovation sequence generated by the proposed software. The application of the procedure in the selected hotel, verifies its practical value due to its pertinence and the fulfillment of the initially proposed goals.