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The aim of this article is to indicate exogenous factors which affect the innovativeness of the tourism companies. The Author attempts to identify the main factors by creating a model, subsequently verifying the theoretical assumptions in the context of empirical studies and comparing the results of her own research with those carried out by other researchers. In order to achieve the objective, the questionnaire method was used and comparison analysis. The paper presents the results of two conducted surveys: performed on a group of 215 tourism enterprises (hotels, travel agencies and transport enterprises) and the survey performed on a group of 42 innovative tour operators. The study showed the following there are determinants of innovativeness in the microeconomic environment of respondents. Customers play a major role but the cooperation with other firms is very important, too. Innovation policy, taking into account the foresight approach to the service sector, can contribute to the innovation of these companies, and the whole economy. This study presents the original results with implications for both research and innovation policy. Contribution to the development of the science theory is a model which reflects the division of these factors into those from the micro environment and the macro environment of a tourism company.

The Influence of the Environment on the Tourism Enterprises Innovativeness