Determinants of gastronomic orientation in hotels and its influence on financial performance considering innovation barriers

Abstract This study examines how barriers to innovation influence gastronomic orientation and, in turn, the financial results of hotels in the context of sustainable tourism. Focusing on three- to five-star hotels in the province of Santa Cruz de Tenerife (Spain). The results show that internal barriers—such as a lack of qualified staff, high innovation costs, and resistance to change—negatively affect gastronomic orientation, while external barriers have no significant effect. In contrast, factors such as authenticity, destination branding, gastronomic themes, and the technology have a positive influence on gastronomic orientation. In turn, a strong gastronomic orientation significantly improves the financial performance of hotels. These findings contribute to the literature on tourism innovation by conceptualising gastronomic orientation as a measurable second-order construct that links innovation and sustainability. The study offers practical implications for hotel managers, restaurant, and destination planners who wish to develop gastronomy-focused tourism strategies that support long-term sustainable development.