The study examined the relationship between creativity, innovation, and performance of the hospitality and tourism industry in Ibadan, Oyo State. Lack of imagination and innovativeness in the hotel and tourism sectors in Oyo State is one of the reasons why the state is failing to establish itself as a worldwide player in the hospitality and tourism industries. The study specifically examined the influence of organizational support on performance of hospitality and tourism industry; ascertained the influence of new customer-firm interface on performance of hospitality and tourism industry. Works on creativity, innovation and performance of the hospitality and tourism industry in Ibadan, were reviewed. Descriptive research design was employed as the research methodology. Taro Yamane sample size formula was used to determine the sample size of 89 out of 481 study population. The findings revealed that the adjusted R square is 68.2%, which is a higher rate which supports the hypotheses, as it says that 68.2% the dependent variable was accounted for. F test result is also within the acceptance region which is higher than 10 points. The β is within the acceptance region which is higher than the generally accepted region of 0.020 with hypothesis two having a stronger beta than hypothesis one meaning that customer-firm interface has a very significant relationship to performance of the tourism and hospitality sector. Therefore, the study recommends that an increase attention should be paid by both researchers and practitioners to the question of how hotels might become more innovative.
Keywords: Creativity, Innovation, Performance, hospitality and tourism industry
