“…Traditionally the performance of hospitality organizations has been studied from the point of destination brand/reputation (e.g., image, perceived service quality, price) (e.g., Gomez et al, 2013 ), attractions (e.g., adventure, architecture, natural resources and endowments) (e.g., Alhemoud and Armstrong, 1996 ; Mussalam and Tajeddini, 2016 ), infrastructure (e.g., efficiency of transportation, shopping, sports facilities) ( Molina-Azorin et al, 2010 ), and services (e.g., quality and variety of accommodation, food and wine) (e.g., Henderson, 2011 ; Roxas and Chadee, 2013 ). However, recently a number of hospitality scholars ( Fu et al, 2019 ; Moghaddam et al, 2018 ; Omerzel, 2016 ; Taheri et al, 2019 ; Vega-Vázquez et al, 2016 ) have seen entrepreneurship and innovation as having a critical role in shaping this global industry and have advocated for further research. Entrepreneurial activities have been examined as an antecedent of growth, competitive advantage and superior performance.…”