Organizational Learning and Innovation in the Tourism Industry as a Basis for Creating Value for Tourists

Organizational learning, innovation and creating value for tourists are the main issues in a successful tourism research. From that point of view, the aim of the study is to examine the relationship between the variables included in the research: organizational learning, innovation and creating value for tourists. The tested conceptual model didn’t fit well, so it was corrected based on the recommendations for a possible revision of the model. The analysis results indicated a significant impact of organizational learning on innovation and on creating value for tourists. Innovation, also, has a significant impact on creating value for tourists. Furthermore, the results indicated that innovation established the relationship between organizational learning and creating value for tourists. These results show the importance of organizational learning and innovation to improve creating value for tourists.