“…There is a relentless appeal for enterprises, organizations and destinations in tourism to be innovative, for example to deliver new experiences and comforts, to improve performance and efficiency, to take advantage of digitalization, to manage the millennials with new incentives, to involve tourists in co-production, etc. However, systematic surveys still show that tourism is below average in terms of its propensity to innovate (Camisón & Monfort-Mir, 2012;Divisekera & Nguyen, 2018;Pikkemaat & Zehrer, 2016), and innovation in conglomerates of tourism actors such as destinations is also criticized for being slow and unoriginal (Marasco, De Martino, Magnotti, & Morvillo, 2018;Novelli, B. Schmitz, T. Spencer, 2006;Zach & Hill, 2017).…”