Study On The Influence Of Environmental Scanning On Service Innovation Of Star Hotel

With the rapidly development of the hotel industry,the homogeneity of products and the intensifying competition of hotel industry,especially the demand of customer has shifted from satisfying the basic needs of accommodation to obtaining the spiritual level of personalized product experience,makes the hotel service unable to meet customer needs and the service quality problems have become increasingly prominent.Service innovation has become the key factors for hotel enterprises to obtain competitive advantages.However,with the market competition increasingly intensified,the enterprise's management environment increasingly complex and changeable,so how to timely obtain the key information about the future development of enterprises from the dynamic environment and realize service innovation has become the key problem that enterprises must solve.The systematic environmental scanning can help enterprises better understand the trend of market development,and reduce the uncertainty of the environment,and then make the right strategic decision,so as to improve the effect and efficiency of enterprise service innovation.In addition,entrepreneur orientation is an important strategic orientation,and entrepreneurial orientation is characterized by innovation initiative and adventure,which affect the formulation and implementation of corporate strategic decisions,especially when the environment scanning as a senior manager's decision-making behavior,the importance of entrepreneur orientation is particularly important.And organizational learning ability is one of the main ways for modern enterprises to cope with the complex and volatile environment and gain their competitive advantages.It improves the ability of enterprises to adapt the changing environment and lays the foundation for service innovation.Therefore,This research aims to study the influence of environmental scanning and service innovation and the relationship between entrepreneur orientation,environment scanning,organizational learning ability and service innovation.By using the methods of literature research,questionnaire survey and statistical analysis,this paper explores the interaction mechanism between entrepreneur orientation,environmental scanning,organizational learning ability and service innovation in star hotels.Firstly,on the basis of defining the research object,this paper sorts out the connotation,dimension and main research content of each variable to lay a theoretical foundation.Secondly,the theoretical model of this study is constructed and the research hypothesis was proposed.And,on the basis of the review,a set of scales suitable for this study was established and the questionnaire was designed.Thirdly,the research hypothesis is verified and the conceptual model is modified through statistical analysis,and the following conclusions are drawn: Firstly,Innovation has a significant positive impact on technology environmental scanning behavior,and initiative has a significant positive impact on enterprise environmental scanning behavior of,and risk-taking has a significant positive impact on market environmental scanning behavior.Secondly,Technology environment scan and market environment scan have significant positive influence on all dimensions of service innovation.Thirdly,Organizational learning ability positively regulates the positive effect of various dimensions of environmental scanning on service innovation.Finally,According to the research conclusion and the actual situation of the hotel enterprises,the paper puts forward some Suggestions on how to improve the service innovation ability of the hotel enterprises.