Resumo: The innovation of tourism products has marked the development of tourism due to its importance as a source of competitiveness and adaptation of the sector to changing scenarios. However, shortcomings are evident, revealing the limited systematization of innovation and its conception as an integral activity; its order and intensity vary depending on the needs and capabilities of the application context; it has a low level of adaptability and continuity in different scenarios. The objective of this research is to: implement the systematization of tourism product innovation, based on an innovation model for complex systems and on the procedure that implements it as a complex adaptive system, for generating competitive advantages with the new and improved products in hotel facilities and the complementary offer. For the design of the model, the complex systems approach is used. It is implemented using the proposed complex adaptive systems procedure through the properties of emergence, self-organization and co-evolution. Likewise, computational intelligence techniques are used to generate adaptive sequences of innovation together with a set of methodological tools to generate competitive advantages with new and improved products. As a result, the sequencing of innovation based on computational intelligence techniques has been obtained for each scenario studied, which synthesizes the systematization process, the generation of hotel tourism products, excursions and routes and competitive advantages associated with them.
