ABSTRACT
The tourism industry is a hypercompetitive sector where abrupt and radical changes occur, the demand is identified through its variety and vulnerability, there is a growing process of globalization as well as there being continuous changes in inter-firm relationships (D’Aveni 1994), thus imposing dynamic strategic rules of the game. These peculiarities help us to understand in what a volatile context tourist firms operate nowadays and their consequent challenge in creating attractive products and offers to sustain their competitive advantage.
