Research On The Impact Of Online Travel Agent Resource Allocation On Service Innovation Performance

With the development of Chinese tourism industry,the online travel agent market transaction scale and online penetration rate continue to increase,and is entering a stable and mature period of sustained growth.Faced with increasingly personalized consumer demand and fierce market competition,service innovation has become an effective means for online travel agents in China to compete for market position and gain sustainable competitive advantage.The operation of online travel agent is special,and resources and learning are important factors for their survival and development.Online travel agent obtain resources from the partnership network established by the platform and are reasonably bundled with their existing resources,providing channels for mutual learning,while relationship learning between the two parties deepens resource cooperation,solves problems together,and innovates service outputs.Provides a strong guarantee.Therefore,the research on service innovation of online travel agents require an in-depth analysis of the relationship between resource allocation,relationship learning and service innovation performance.Based on the framework of “resource-learning-innovation”,this study combines the characteristics of online tourism agents to analyze their resource allocation,relationship learning and service innovation activities,and constructs the logical relationship between online tourism agent resource allocation,relationship learning and service innovation performance.The model and SPSS19.0 and AMOS22.0 data analysis software were used to analyze the structural equation model of 247 valid questionnaire data of seven representative online travel companies in China,and to verify the research model and research hypothesis.The research finds that:(1)Online tourism agents have the characteristics of platform,integration of value chain and low cost of operation.The partners mainly include supply enterprises,competitive enterprises and complementary enterprises,acquire resources through mergers and alliances.The resource bundling model presents the gradual feature of “stabilizing–enriching–pioneering”.(2)Resource allocation positively affects service innovation performance,and the role of resource acquisition dimension is relatively strong.(3)Relational learning plays a partial intermediary role in resource allocation and service innovation performance: Information Sharing and Joint-sense Making play an intermediary role in the impact of resource allocation on service innovation performance;Relationship-specific Memory in resource acquisition and service innovation plays an intermediary role in the impact of performance,but it doesn't have a mediating effect in resource bundling.Conclusions of this study can not only enrich and deepen the application of resource integration theory and organizational learning theory in the field of tourism research,but provide practical significance for resources and learning management of online tourism agent.Based on this,the author put forward relevant theories and management implications,and discussed the limitations of research and future research prospects.