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There is still a gap in innovation research in the hospitality sector. This work will provide new evidence of innovative behaviour in a developing country. Few studies jointly use various barriers to predict innovative behaviour and innovation capacity, and some criteria for grouping the barriers are missing. Based on this consideration, a conceptual framework is suggested that relates the following: 1) obstacles associated with information and internal capabilities; 2) risk obstacles; 3) obstacles in the business environment as independent variables and three types of innovation capabilities; 4) product innovativeness; 5) process innovativeness; 6) market innovativeness as dependent variables. The analysis used a second-generation structural equation method (PLS-SEM). The results prove that with the awareness of obstacles, Colombian tourism companies may strategically generate innovation capabilities.