在线旅游企业商业模式创新动力机制研究

Research on the Dynamic Mechanism of the Business Model Innovation of Online Tourism Enterprise

随着在线旅游市场的发展壮大,在线旅游企业商业模式创新成为其扩大市场、扩张服务、增强企业竞争力的重要途径。本文借助结构方程模型实证分析各要素对在线旅游企业商业模式创新的作用,通过揭示各因素之间的内部关系及其与在线旅游企业商业模式创新之间的关系,探究在线旅游企业商业模式创新的动力机制。研究发现,技术进步、顾客需求、行业环境、供应链企业、企业战略、企业家能力及组织学习能力对在线旅游企业商业模式创新具有显著正向影响,其中以企业战略和技术进步的作用最为显著;以在线旅游企业商业模式创新为中心节点,以在线旅游企业商业模式创新的主力模块为主体,以市场模块与关联者模块为两翼构建在线旅游企业商业模式创新动力机制,可以得到商业模式创新的五条路径,它们相互作用、相互影响,共同推动在线旅游企业的商业模式创新。

With the development of online tourism market, business model innovation of online tourism enterprise has become an important way to expand the market, expand service and enhance the competitiveness of enterprises. The pa- per uses structural equation model to analyze the effect of each factor on business model innovation of online tourism en- terprise. By revealing the internal relationship between each factor and its relationship with business model innovation of online tourism enterprise, the paper explores the dynamic mechanism of business model innovation of online tourism en- terprise. Research shows that the factors including technological progress, customer demand, industry environment, sup- ply chain enterprise, enterprise strategy, entrepreneur ability, organizational and learning ability have significant influ- ence on the business model innovation of online tourism enterprise, and the impact of enterprise strategy and technologi- cal progress is the most significant; constructing the motive mechanism of the business model innovation of online tourism enterprise with business model innovation as central node, the dominant module as subject, and the market and associated modules as two wings, we can obtain five paths of business model innovation. They interact and influence each other to promote the business model innovation of online tourism enterprise.