There is still a gap in innovation research in the hospitality sector. This work will provide new evidence of innovative behaviour in a developing country. Few studies jointly use various barriers to predict innovative behaviour and innovation capacity, and some criteria for grouping the barriers are missing. Based on this consideration, a conceptual framework is suggested that relates the following: 1) Obstacles associated with information and internal capabilities, 2) Risk obstacles, 3) Obstacles in the business environment as independent variables and three types of innovation capabilities, 4) Product innovativeness, 5) Process innovativeness and 6) Market innovativeness as dependent variables. The analysis used a second-generation structural equation method (PLS-SEM). The results prove that, aware of the obstacles, Colombian tourism companies may strategically generate innovation capabilities.