Improving the Tourism Activity through Innovations Leading to Improving the Quality of the Tourism Product

The article is aimed at the modern development of the tourist activity and the possibility of innovation of a number of factors seeking to improve the quality of the tourist product. The aspiration of the modern tourist is to create social contacts, actively aiming to get to know natural attractions as well as searching for an ecological, natural and healthy way of life. The emphasis is on analysis and detailing of the factor operations in tourism and above all on their practical application side in the various organizations that are targeting the new category – Wellness tourist. The trends in the tourism industry are towards restoring the confidence of tourists and increasing travel from 2020 levels. where it falls below 70%. The World Tourism Organization (UNWTO) treats levels where up to 2.5 years or 4 years travel can be recovered. The multitude of surveys and measurements are to increase competitiveness based on research and updating of the tourist product. The aim of the dynamics is aimed at the quality of the tourist product, its energy intensity and the level of tourist service related to its efficiency. It is also a question of a rational economic advantage related to the costs and, respectively, the price, as well as an axiological advantage related to the value (that is, the quality) of the tourist product and its competitive advantage (Ribov 2018).