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A large part of the most recent studies in innovation focuses on the need to investigate the cultural differences between countries. Many of the approaches used focus on Hofstede as the most recognized perspective in international business. The Hofstede perspective requires a deeper analysis of the most profound components in the countries, such as values and beliefs. The purpose of this study is identify the drivers in creating innovation trajectories over time, focusing on different values that influence the innovation processes. These trajectories allow investigating the comparability in the innovation performance of the countries.

Time-series analysis is performed to achieve the research’s goal, considering the innovation inputs and people’s values and influence on innovation output. The Global Innovation Index and the World Value Survey (WVS), which comprise data from countries on different continents, were used in this investigation. The trajectories analysis technique examines differences in innovation trajectory among countries with cultural orientations toward traditional, secular, survival and self-expression values.

In the literature, it can be found that in more socially open societies, the results in innovation are higher than in societies with opposite values, as is the case of traditional vs secular rationale. On the other hand, societies with a tendency toward self-expression will be characterized by a constant search for individual liberties that promote the search for scientific and technological alternatives for problem-solving, contrary to those with survival characteristics.

Considering the results obtained in the study about the values and their relationship with innovation at the country level, the main limitation is the WVS information. This limitation is based on the need to complement the information obtained with other sources of information that allow comparisons to be made from the different cultural approaches that exist.

The findings allow us to contemplate a more general vision of the cultural factors that affect the social dynamics and, therefore, the industrial and commercial dynamics of a country. The managers can use this type of results in the design of strategies that allow them to contemplate adaptation processes that are more appropriate to the cultural contexts in which they operate are worked on in this research.

One of the main contributions is related to the possibility of understanding the relationship between the cultural dynamics of a country and the results in innovation, especially in the time.

The trajectory analysis, specifically Inglehard’s perspective concerning cultural dimensions and innovation, has not been used in the literature. This type of analysis will make it possible to have studies that allow subsequent comparisons to be made with other perspectives, especially at the country level.

The main objective of our study is to shed light on how perceived enjoyment influences the intricate relationship between value cocreation and consumer satisfaction, with a specific focus on the realms of tourist services.

To achieve the objective outlined in this research, an information survey was carried out on 400 consumers of tourist services who have participated in virtual cocreation processes through digital platforms. As a data analysis technique, the dynamic structural equation modeling (DSEM) analyzes the causal relationships between the elements under study.

Our extensive analysis draws upon the data collected through a survey spanning from 2018 to 2023, encompassing 400 participants who actively engaged in value cocreation processes in both physical and virtual settings. Our investigation considers two competing models to elucidate the role of perceived enjoyment. Our findings, established through DSEM illuminates that perceived enjoyment predominantly functions as a mediator, exerting a more pronounced influence on the connection between value cocreation and consumer satisfaction. Contrary to a moderating role, perceived enjoyment emerges as a significant mediator in our study.

The most significant addition is recognizing virtual value cocreation behaviors in tourist sector activities over time, primarily because it indicates the likelihood of negative repercussions of its usage. Furthermore, it must be capable of designing surroundings according to the characteristics of customers in terms of immersion and technology usage, preventing a rise in stress situations that might result in more negative consequences than planned. Another important insight is that virtual value cocreation initiatives have detrimental long-term implications, particularly in tourism.

This study aims to analyze the effects of cultural orientations (performance and sociality) on the trajectories of innovation inputs and their results in different countries worldwide between 2011 and 2021.

As a technique for data analysis, one of the spatial Bayesian models and Gray forecasting methods is used. This technique is adequate to achieve the objectives of the investigation because it allows analyzing how the variables move in time ranges and allow the generation of forecasts. This model also allows knowing if there are spills, which investing in a country can positively affect countries with geographical proximity. The databases used were the Global Innovation Index with data from 131 nations and the Globe Project with data from 157 countries between 2011 and 2021. The variables analyzed are institutions, human capital, research infrastructure, market sophistication and business sophistication. On the other hand, regarding moderations of cultural orientations, The Globe Project developed two factors: performance orientation (high degree of masculinity, avoidance of ambiguity, power distance and future orientation) and humane orientation (high-level of femininity, institutional and societal collectivism).

The results reveal that all inputs grow at different rates over time. In the case of institutions, it is the most difficult to generate changes over time. However, human capital, market sophistication and business sophistication are the ones that have grown the most over time, regardless of the country’s cultural orientation.

Among the main limitations is the set of data used because it only considers one approach to culture, especially the one considered by Hofstede. However, other approaches could help evaluate the results of this research. Considering the results obtained, the study attempts to provide a different view of the effects of cultural variables on companies’ innovation performance in different countries in the world. In the same way, evaluating these effects allows firms to consider variables associated with the country that will affect the strategies and performance of the firm.

The results achieved make it possible to strengthen the analysis of the countries’ strategies when it comes to innovation, especially in the permanent evaluation of the results that allow to encourage changes in the execution of innovative activities to maintain their performance over time.

The contributions allow us to understand the dynamics of innovation in the knowledge and creative outputs of countries over time.

The trajectory analysis used in the data analysis is perhaps one of the most robust techniques that makes a time series analysis. This allows identifying trajectories for the independent variables of the study and their influence on the innovation of the country.