It is recognised that tourism organisations operate in a very competitive sector which makes the
innovative activity of firms to be a prerequisite for their successful performance. The objective of the
paper is to develop research propositions concerning determinants of ability to absorb innovations
related to renewable energy in the tourism industry. The authors argue that the creation of a model
explaining the links between innovation absorption capability in relation to renewable sources of
energy and determinants of that capability would address the knowledge gap pertaining to the role
of green innovative activities in the tourism market.