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Territorial resources and sustainable innovation in tourism accommodation: A Portuguese startup competitive strategy
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Orientador(es)
Resumo(s)
The tourism industry is under increasing pressure to address its negative externalities, mitigate resource depletion, and adapt to changing consumer expectations. In this context, sustainable innovation has emerged as a critical strategy for achieving sustainable growth and competitive differentiation, encompassing the development and implementation of new products, processes, and organizational practices that reduce environmental impacts and promote sustainability within the sector. The use of renewable endogenous products as a catalyst for the eco-innovation process, beyond the
implementation of sustainable practices (e.g., rainwater harvesting and reduction of single-use plastics), has not, to the best of our knowledge, been sufficiently investigated in the literature. Therefore, this study aims to provide a comprehensive perspective on sustainable tourism innovation, considering the role of the territory, in the perspective of
resource provider, driving innovation, as well as the ultimate beneficiary of this innovation, promoting sustainable development, particularly in low-density territories.
The study employs a qualitative methodological framework, operationalized through an in-depth case study of Ecocubo, a Portuguese startup specializing in modular ecological accommodation. Grounded in the Resource-Based View (RBV) Theory, Dynamic Capabilities Theory, Network Theory, and Open Innovation, this research demonstrates how sustainable tourism and tourism-related firms can achieve competitive advantage by orchestrating environmental resources and green capabilities. The analysis reveals that The tourism industry is under increasing pressure to address its negative externalities, mitigate resource depletion, and adapt to changing consumer expectations. In this context, sustainable innovation has emerged as a critical strategy for achieving sustainable growth and competitive differentiation, encompassing the development and implementation of new products, processes, and organizational practices that reduce environmental impacts and promote sustainability within the sector. The use of renewable endogenous products as a catalyst for the eco-innovation process, beyond the implementation of sustainable practices (e.g., rainwater harvesting and reduction of single-use plastics), has not, to the best of our knowledge, been sufficiently investigated in the literature. Therefore, this study aims to provide a comprehensive perspective on sustainable tourism innovation, considering the role of the territory, in the perspective of resource provider, driving innovation, as well as the ultimate beneficiary of this innovation, promoting sustainable development, particularly in low-density territories. The study employs a qualitative methodological framework, operationalized through an in-depth case study of Ecocubo, a Portuguese startup specializing in modular ecological accommodation. Grounded in the Resource-Based View (RBV) Theory, Dynamic Capabilities Theory, Network Theory, and Open Innovation, this research demonstrates how sustainable tourism and tourism-related firms can achieve competitive advantage by orchestrating environmental resources and green capabilities. The analysis reveals that Ecocubo’s success stems from: 1) the ability to leverage valuable, rare, inimitable, and non-substitutable resources, including Portuguese cork and wood materials; 2) the capacity to adapt to social and environmental changes, namely the growing demand for sustainable tourism and experiences that prioritize contact with nature, and 3) the establishment of strategic partnerships and interorganizational collaboration (e.g. world’s leading company in cork transformation and UPTEC - Science and Technology Park of the University of Porto), and network learning. Key findings show that sustainable innovation in tourism and tourism-related activities requires the integration of strategic tangible environmental resources with intangible assets mobilized through innovation networks and strategic partnerships, as well as the ability to adapt to environmental changes. The use of natural and locally sourced materials, such as cork, not only strengthens the environmental dimension of sustainability but also emphasizes its social and economic pillars, in accordance with the principles of the United Nations Sustainable Development Goals, circular economy and the influence of territorial context in innovation processes.
The synergistic articulation of strategic internal resources, adaptive processes, and collaborative networks enables the delivery of sustainable and differentiated products, positioning Ecocubo as a reference model of integrated innovation in ecological housing and sustainable tourism.
Descrição
Palavras-chave
Resource-Based View sustainable tourism sustainable innovation dynamic capabilities networks competitive advantage
Contexto Educativo
Citação
Fernandes, C.; Pinheiro, E.; Favoreto, B. (2025). Territorial resources and sustainable innovation in tourism accommodation: A Portuguese startup competitive strategy. In 53rd EBES Conference Proceedings. Faculty of Economics and Business Universidad Complutense Madrid. Vol.II, p. 1652-1672
Editora
Faculty of Economics and Business Universidad Complutense Madrid