The Evaluation of integrated innovations in rural tourism organizations

ENWith such heightened awareness of innovation within a tourism industry, the factors to improve economic growth and trajectory of an organization is said to be critically dependent upon whether an organization chooses to implement innovation into their business strategy. Innovation is recognized as one of the most determining factors in the improvement of competitiveness, becoming a powerful explanatory factor of the differences between countries, regions and companies in terms of their economic growth. Thus, implying that in order to be competitive amongst competitors across nations, regions and towns, innovation is key. It also instinctively raises the question of if innovation is the key then what does it unlock? For example, if innovation is important, does it unlock the knowledge to understand challenges faced by rural organizations when integrating innovation and how to solve them? Or does it provide an organization with a specific way to measure its ability to integrate innovation into its business structure? In order to assess these questions, the purpose of the research is to evaluate integrated innovations within rural tourism organizations. The research object isthe integrated innovation. The objectives of the work are to define the types, classifications and determinants of innovation; analyze rural tourism organizations’ in Lithuania and their ability to implement innovation by examining its readiness and challenges; determine integrated innovations in rural tourism organizations through methods of measuring innovation.The research is based on the analysis on the types of innovation – product innovation, organizational innovation and service innovation – on the works of Volo (2006), Fagerberg and Godinho (2006), Hjalager (2002). As well Burgelman et al. (2004), Furr & Dyer’s (2014), Ries (2011), Najda-Janoszka & Kopera (2014) and Koen et al., (2001) who examine the main methods used to measure integrated innovation within rural tourism of classifications, determining factors and developmental theories about innovation and its relationship with the tourism sector. Research methods are scientific literature analysis, questionnaire survey, descriptive statistical data analysis. Results of the research. When determining an organization’s readiness/capability to implement innovations, important characteristics and distinctions are used to conclude if an organization is considered to be a part of the "innovative ready group" or "non-innovative ready group". An evaluation such as this, also highlights a company’s strengths and weaknesses, which enables the organization to understand what challenges need to be overcome and what can be left as is. More importantly, by using methods such as the Innovator’s Methods and IC-Index structures, businesses can make informed decisions about integrated innovations within their business. Keywords: Innovation, Rural Tourism, Integrated Rural Tourism, Measuring Integrated Innovation.