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The purpose of this study involves analysing the factors of and barriers to innovation and their respective impacts (directly and indirectly) on the competitiveness of both destination and their host companies.

Based on primary data collected by questionnaire from a sample of 119 companies operating in the tourism sector in the autonomous region of Madeira (Portugal), the authors applied a quantitative methodology with recourse to econometric models and multiple linear regression.

Comprehensive results based on a conceptual model are obtained through the analysis of competitiveness tourism-based and innovation factors. The study identifies and empirically tests the existing and underlying relationships between innovation (factors and barriers) as the means of leveraging the competitiveness of destinations and their companies.

The results hold important theoretical and practical implications contributing towards innovation for competitiveness and filling a shortcoming identified in the literature.