Demographic variables as drivers of innovation in small accommodation businesses: A case of South Africa and Zimbabwe

Most of the evidence that has been documented on the impact of demographic factors on innovation has primarily focused on large businesses, and there has been little focus on small businesses. The literature continues to confirm that innovation is a key success factor for any type and size of business, especially for small businesses in emerging economies. This current research focuses on exploring the topic of small accommodation businesses (SABs) with evidence from two developing economies, the Free State province in South Africa and Manicaland in Zimbabwe. The research adopted a survey design where primary data were retrieved from a sample of 278 randomly selected individuals with origins in the two economies. The results of the study showed: (i) innovativeness in SABs is influenced by the age and experience of the managers or owners in one of the countries and when the scores of the two countries are aggregated; (ii) Younger owner and managers were found to be more creative and innovative than their older counterparts who were more experienced. It is, therefore, necessary that owners of SABs continue to employ and invest in young people. Their energy, education, and ability to innovate make them an invaluable investment to ensure the competitive advantage and long-term sustainability of SABs.