Framework for measuring the innovation driven by startups in the Italian tourism industry

Over the past decade one of the sectors that has had the greatest growth in worldwide is tourism. In fact, spending tourists to travel abroad has doubled and expected that in the next ten years increases by a further 50%. In 2013, more than a billion people made a trip abroad for tourism. The literature review start describing the terms and definitions about innovation, innovativeness and the main characteristics of the open innovation. Then realizing a framework analysis. In the Political part were mapped all the principal national and international institutions relevant in tourism. In the Economical, the market numbers national and international, for the national numbers the author went directly to the Source from Bank of Italy showed at the CISET congress performed in Venice. In Social, was used literature in the field of Customer behavior and tourism in order to create an accurate Customer Journey for tourists in order to classify better the boundaries of the industry and their different variations. In the Technological were listed all the principal technologies and meanings involved including a Timeline never made before. In the second part, the empirical analysis was divided in three parts the first one, was an initial approach with the analysis of the App Stores with analyzing the top apps in the travel category, identifying trends, patterns and innovations in meaning. The second part was made with the most comprehensive database of Startups in the world with information of more than 48.000 Startups, filtering and classifying in order to proceed to measure the innovation and innovativeness trough the number of startups and many other analysis. The third part was necessary the creation of a new and more complete Italian database, was required a field research in startups going to fairs and Tourism congress. In the last part, the conclusions of the research job. Connecting the context from the literature review with the results of the empirical analysis, where shows the position of Italy in relation with the rest of the world according the number of startups, the total amount of the money invested, the costumer journey.