THEORETICAL POSSIBILITIES OF EXPRESSION OF INNOVATION IN TOURISM SECTOR: THE CASE OF SCOTLAND AND SLOVENIA

Abstract

Tourism is one of the largest and most perspective branches in the world economy. European Union (EU) ranks as first in the world and accounts 57, 8 percent of the world tourism market due to its unique tourist’s objects and products differentiation as well as cultural and historical distinction of each country. Enlargement of EU extended markets and range of tourism services, thereby EU tourism sector went in higher and more sophisticated level of competition. Expanded tourism market provides together threats and opportunities for members of EU. To turn threats to opportunities is important to form tourism sector in innovative and effective way, to employ innovative methods and knowledge. Thus could secure tourism sector tight competitive positions in world economy, to encourage development of the member’s infrastructure.
Fast changing market’s environment is causing the specific requirements for countries towards development of tourism sector. However there is lack of findings how innovative initiatives and activities displays in tourism sector of EU countries. The formed preconditions allow revealing scientific research problem of this article: how entrepreneurial characteristics reflect in Slovenia and Scotland tourism sectors? The aim of the article is to highlight reflections of entrepreneurship characteristics in tourism sector, trying to determine level of innovation in tourism sectors of Slovenia and Scotland.
There were systemized approaches of tourism system and models, as well as perception of innovation was developed in the article. As the conclusion of this analysis model of tourism system and perception of innovation were highlighted and explained. Seeking to solve scientific problem and to reach the aim, entrepreneurship characteristics were crystallized in the article. The article stresses that the main elements of innovative tourism sector are proactivity, dynamism, creativity and social responsibility. As it is highlighted in the article, handling of mentioned features in various ways could signally promote development and growth of tourism sector. Hypothetical model of tourism sector based on innovation was presented and explained. Analyzing of the good practice in tourism sector of chosen EU countries – Scotland and Slovenia, there were pointed the main aspects and the key factors, building tourism sector based on innovations. Matrix of comparison of entrepreneurship characteristics of chosen EU members was presented. There were analyzed differences of innovative features in different states in order to form comparable model of innovative features, observable in Slovenia and Scotland. Conception of formed model allows applying it as a case of good adaptable practice. Innovative development of tourism sector could be significant step towards stable expansion of EU, social cohesion, creation of knowledge based society.