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The aim of this chapter is to review and illustrate a step-by-step guideline in conducting fuzzy-set Qualitative Comparative Analysis (fsQCA) in tourism and hospitality studies. As an emerging method, fsQCA is simultaneously quantitative and qualitative in nature which makes it an appropriate method for social science disciplines including tourism and hospitality area because of complex nature of relationships between multiple variables where theories and models are underdeveloped. Unlike conventional statistical techniques, fsQCA is an asymmetrical analysis technique that provides a holistic view and interrelationships among several conditions using Boolean algebra. The fsQCA analyses produce comprehensive assessment by revealing causal combinations of antecedents to predict an outcome; and identify sufficient configurations (i.e., causal combinations and recipes) and necessary condition/s. By utilizing this method, researchers would be able to produce complex, comprehensive, and robust results.

Purpose: Culture is not only shared, and it is often interpreted and expressed over time. Also, culture may lead to the promotion of creativity and innovation within a specific region and motivate individuals or groups to cultivate an entrepreneurial spirit. This chapter explores how companies can apply cultural influences differently and how governments/higher offices encourage cultural influences in innovation.

Design/methodology/approach: The chapter mainly aims at the technology trends in infrastructure and innovation in the Middle East and North Africa (MENA) region. The chapter aims to demonstrate how culture is shaped by innovation in education, patterns, and how the education system has developed, benefiting upcoming entrepreneurs in regions like Saudi Arabia, Egypt, Oman, the United Arab Emirates, and Bahrain.

Findings: This chapter examines the cultural history of various cultures, improving and promoting economic innovation and competitiveness. Thus, innovation involves new product creation, whereas innovation involves using the existing application with a creative approach to address the problems. Innovation and entrepreneurship are interlinked and dependent on each other, which considers aspects like practices, tasks, and responsibilities.

Originality/value: This chapter of the book focuses on culture and innovation mainly, which affects technological trends and entrepreneurship. Also, the chapter would be beneficial for the educational department that progresses in development and encourages students toward creativity.