Study On The Mechanism Of Online Review To Hotel Open Innovation

Nowadays,with the increasingly fierce competition in the hotel industry,it is of great significance to study how to innovate effectively and get better performance.This paper analyzes the impact mechanism between online reviews and hotel open innovation from the perspective of online reviews,which provides a new perspective for online reviews and open innovation research.In the context of open innovation,the forms and environments of innovation continue to change,closed innovation can not meet the needs of the development of the hotel,the use of multiple innovative resources can easily break the competitive advantage of which enterprise rely on internal resources to carry out innovation.The hotel needs to explore all the resources available,using both internal and external resources to promote innovation and hotel development.In practice,customers often make their own suggestions and ideas about the products or services through the online community.The hotel often search in the online community for online reviews of the hotel's background,service and product.They draw innovative ideas from the customer review and take customers and other external resources into the innovation system.They complete product and service innovation through the "online comments,offline improvement" approach.Obviously,online review has a significant impact on the hotel open innovation.While current research about online reviews mainly focus on the impact of online review on potential customers purchase psychology,such as satisfaction,loyalty and purchase intention;or on business performance.Few research focus on the impact of online review on hotel open innovation.Whether enterprise open innovation would take the online reviews as a source of information or there is medium contact role between the two,have not been well documented.Then how the hotel effectively access the information on the online comments,reduce the unnecessary cost,is largely dependent on the trust on consumer review.Through the evaluation of the network trust,hotel will consider online comments to participate in enterprise innovation decision making or not.The higher the credibility of the hotel's online reviews,the more trustworthy the customer's online reviews are right,then the hotel will improve or maintenance the service and product.So the trust has an important impact on the hotel process to obtain external resources.The supportive climate for creativity is an important factor in influencing the success of innovation and nurturing innovation.In the context of supportive climate,employees can be encouraged to take the initiative to search the source of innovation so that timely and effectively access to innovative ideas from customers.Therefore,this paper constructs the research theoretical model of the mechanism of online review on the hotel open innovation,and consider trust and supportive climate for creativity as the mediator.This paper tests the theoretical model and research hypothesis through empirical analysis.In this paper,the questionnaire was used to obtain the data,and 146 valid questionnaires were collected.We use SPSS 16.0 and AMOS 17.0 to analyze the survey data.The results show that the online review has a significant positive impact on the hotel open innovation,trust plays a partial mediate role,supportive climate for creativity also plays a partial mediate role.This article enriched the online review and open innovation theory.Although there are some limitations,this paper still provides some suggestions for the future research of online review and hotel open innovation,which has some theoretical value and practical significance.