The terms “innovation” and “innovativeness” significantly differ, although their uses have frequently interchanged in the literature of business and hospitality. Generally, innovation focuses on theoutcomes of new elements or a new combination of traditional elements in a firm’s activities (Schumpeter, 1934), while innovativeness refers to a firm’s capability to be amenable to new ideas, services, and promotions (Crawford and Di Benedetto, 2008; Kunz et al., 2011).