旅游企业服务创新、价值共创与创业绩效——基于O2O模式下的懒猫旅行案例研究

Service Innovation,Value-Creation and Entrepreneurial Performance of Tourism Enterprises:A Case Study based on the Lazy Cat Travel Company under the Model of O2O

随着互联网的发展,线上与线下双向融合的旅游O2O形式,逐步成为我国旅行社业发展的一大趋势。而如何利用线上线下资源,在开放的环境下进行服务创新与价值共创,实现新企业创业绩效快速提升仍是一大黑箱。以湖南懒猫国际旅行社有限公司(以下简称"懒猫旅行")为例,采用扎根理论的研究方法,结合服务创新与价值共创理论,对这一过程进行系统分析,构建了服务创新与价值共创模型,为旅游企业未来建立高效的服务价值网络提供借鉴。研究结果表明:(1)服务创新的内容包括战略选择、新服务产品、隐性服务、技术创新4个要素;(2)旅游企业、服务供应商、旅游者三者两两互动体现了价值共创的过程;(3)通过线上线下融合,服务创新的内容与价值共创的过程相互渗透,紧密联系,共同提升企业创业绩效。

With the development of the network,the integration of online and offline form of tourism has gradually become a development trend of our country travel agency industry.However,how to make use of online resources,in an open environment for innovation and create value,promoting the enterprise performance is still a big black box.Based on a case study of Lazy Cat International Travel Service Co.,Ltd（Hereinafter referred to as ＂ Lazy Cat Travel＂）,this paper builds up an organic integration using the main point of service innovation and value co-creation theory,while systematically analyzes the phenomena and processes through using Grounded Theory,and creates the model of service innovation and value co-creation,which provides a reference for establishing a highly effective service value network for the future tourism enterprises.The results show that：（1）Service innovation includes four elements：strategic choice,new service products,implicit service and technological innovation;（2）A value process includes：the interaction between tourism enterprises,service providers and tourists;（3）the service innovation and value creation are closely linked,mutual penetration,to jointly promote the entrepreneurial performance through the integration of online and offline.