Abstract:
Orientation: The accommodation sector has been identified as the most competitive and
innovative segment of the tourism offer. However, the uncertainty with regard to persistent
fierce competition that often shrouds small accommodation businesses (SABs) from their large
business counterparts necessitates the identification and understanding of sustainable drivers
of innovation to ensure their survival.
Research purpose: The main purpose of this study was to examine and compare the influence
of selected drivers (market and learning orientations [LOs]) on innovation in SABs in
Zimbabwe and South Africa.
Motivation of the study: This study was motivated by the absence of empirical evidence in
establishing and comparing the relationship between market and LOs and innovation in SABs
in Zimbabwe and South Africa.
Research design, approach and method: This study used a descriptive cross-sectional
comparative research design. Using simple random sampling, two samples each of 139 from
SABs in Manicaland in Zimbabwe and the Free State province in South Africa were analysed
using one-way ANOVA, Pearson product-moment correlations and regression analysis.
Main findings: The results demonstrate that market and LOs influence innovation in SABs in
Zimbabwe and South Africa.
Practical/managerial implications: In view of the strong association between market and LOs
and innovation, owners or managers of SABs should embrace and invest more in these
orientations to stimulate sustainable innovative behaviour.
Contribution/value-add: This study adds richness to extant research by affirming market and
LOs as drivers of innovation in SABs in Zimbabwe and South Africa.
