The tourism sector is constantly evolving and the market demands rapid changes and updates of the tourism industry. In recent decades, hypercompetition of the economic scenario has entailed the maturity of many businesses, attributing a central role to innovative processes and their dissemination in the economy of company management. At the same time, it has defined the need of monitoring the application of innovations, in order to control and improve the performance of companies and destinations. This study aims to analyze and define innovation in the tourism sector. Re-search actions included, on the one hand, indepth interviews with experts, identifying innovation in terms of process and product, digitalization and sustainability policies and, on the other hand, evaluating the interaction between these factors, in terms of substitutability and complementarity in management scenarios, in order to identify which one is essential to be competitive in the global scenario. The Fuzzy method and Choquet’s integral were used to aggregate the opinions of experts in a single "representative" preference. This method allows not only to evaluate the relative importance of each pillar, but also and especially, the level of interaction, or element complementarity and substitutability, between pairs of factors.
Keywords: Innovation, business model, fuzzy, tourism, local development, economy.