Resumo: This investigative work is based on the hypothesis that there is a linear relationship between the development of human capital, the capacity for innovation and business competitiveness; To this end, it has been proposed to measure the relationship of the three variables by answering the question: Do human capital, innovation capacity and business competitiveness have a significant relationship? For this, 33 tourism operating companies in the city of Sucre in Bolivia have been investigated. Currently, the operators of the tourism industry are in a period of economic recovery in a post-pandemic context characterized by an intensification of technological use. The research is of a quantitative and cross-sectional approach applying the structural equation model (SEM) method and the application of the SMART PLS 4 software. The main results indicate that there is a significant relationship between the three variables, the effect of the ability to innovation on business competitiveness is greater than the effect of human capital on this same variable, which implies that human capital, despite having similar performance to innovation capacity, has a lower level of importance, concluding that companies in the studied sector must take greater attention in the development of this variable.
