The aim of this work is to fill the gap in the literature on how certain internal and external factors affect the relational antecedents of innovativeness in companies in tourism destinations. The article specifically analyzes the moderator effect of two contingent factors, absorptive capacity and technological dynamism, on the relationship between social capital and innovativeness in tourism firms. The empirical study was conducted on a sample of 238 companies located in the World Heritage Cities of Peru. The findings show that while absorptive capacity boosts the positive relationship between social capital and innovativeness, technological dynamism undermines it. The study has a variety of theoretical implications for research and practical implications for managers of companies located in cultural tourism destinations.