Organizational Culture as a Precedent of Innovation in Hospitality: The Case of the Hotel Selina Gerês

With the need to reinvent themselves, hospitality organizations began to look at innovation as an integral part of their strategy, allowing them to be competitive and proactive. Recent research on innovation is increasingly concentrated on people and their behavior, that is, on the importance of the role of the organizational culture as a factor that stimulates innovation or that can restrict it and, therefore, affect the company's performance [1]. In this context, this research aims to contribute to the understanding of this relationship between organizational culture and innovation, in a theoretical and practical learning approach, having as a case study target of the Hotel Selina Group. Its new hospitality concept based on a nomadic philosophy combined with the latest coworking trends and innovative business model has made it the ideal choice to identify the characteristics of the organizational culture that facilitate and drive the practice of an innovative service. Results provide specific knowledge about the cultural variables that allow the creation of value in a real hospitality context, through innovation. Finally, theoretical, and practical implications are drawn, the limitations and future research to increase knowledge in a field that has been little explored in the literature.