The aim of this article is to identify entrepreneurs' attitudes toward innovation, taking into account the regional context. The research for this study was conducted using a qualitative method, specifically individual in-depth interviews (IDI). The research process utilized an interview guide. The results obtained indicate a diversity of attitudes toward innovation and enable the identification of barriers and motivators in the process of their implementation. They also confirm the importance of regional conditions in the processes of innovation creation and commercialization. Based on the research findings, recommendations were formulated to support innovation in the region. In the reasoning process, it was assumed that innovation is the ability of entities (especially enterprises) to participate in the innovation creation process, either as creators of innovation – innovators – or as entities capable of absorbing innovation – beneficiaries.