RESEARCH ON THE INNOVATION ACTIVITY IN ROMANIAN TRAVEL AGENCIES

Research on innovation in the tourism industry should become a priority, since it is a valuable tool for understanding the dynamics of this business sector, offering a more in-depth perspective that can be useful not only for its representatives, but also for policymakers. As a result, this paper presents the findings of an exploratory study, based on a questionnaire applied among travel agencies officially registered in Romania. The main aim of the research was to indicate whether travel agencies have an innovative behaviour, whether managers in this type of organizations perceive innovation as a key element in obtaining competitive advantage, and broadly, whether their organizations have innovation-related objectives. In addition, the study presents empirical evidence on the areas in which travel agencies tend to be more innovative.