INNOVATION IN THE TOURISM SECTOR IN CANCUN: EMPIRICAL EVIDENCE,INNOVACION EN EL SECTOR TURISMO DE CANCUN: EVIDENCIAS EMPIRICAS

Innovation is a key element for competitiveness of the tourist industry. It allows adapting to market changes, improving processes, and organizational capabilities and technology. Therefore, the aim of this research is to identify the degree of innovation of companies that offer tourist services, to detect those companies that may serve as an example for other companies. The research is of a quantitative type by using a multivariate techniques. Cluster analysis is used to identify the degree of innovation of a group of companies of tourist services, segmenting them by a high, medium and low level of innovation. The experience of these tourism businesses is very valuable since innovation is transferred and helps minimize errors.