Research On Influencing Factors Of Business Model Innovation Of Domestic Chain Hotels

Accommodation industry,as an important service industry in our country,plays an important role in national economy.In recent years,the commercial model innovation achievements of global hotel industry are obvious,such as the sharing model of "Airbnb",the light and heavy asset and the simultaneous driving model of Marriott Hotel,the commercial model based on the new eco-system of Jinjiang Hotel Group,the innovative marketing model based on hotel IP of Atour Hotel,and the new commercial mode of "Bai Da Galaxy New Business Model" based on time-space experience of DERON Group,etc.They change people’s cognition of commercial model innovation in chain hotel industry,bring new experience and play to more hotel guests,and gradually form diversified commercial models and life styles.With the intensification of industry competition,effective and efficient commercial models are of great importance for the hotel to gain competitive advantage,thus many companies focus on innovating their commercial models in order to achieve considerable profits and gain competitive advantages.It also attracts the attention of academic circles and researchers to the innovation and expansion process of commercial models.This paper chooses chain hotel as the research object,and based on the innovation theory,resource foundation theory and dynamic capability theory,it hypothesizes and verifies the relationship between digital capabilities,organizational learning,environmental uncertainty,knowledge creation and commercial model innovation.Through questionnaire survey,520 valid questionnaires are collected,and SPSS 26.0 and AMOS 28.0 statistical software are used to test and analyze the collected questionnaire data.The conclusions are as follows: Digital capabilities have a significant positive impact on the commercial model innovation of chain hotel,knowledge creation has a significant positive impact on the commercial model innovation of chain hotel,digital capabilities positively influence organizational learning,organizational learning plays a mediating role between digital capabilities and commercial model innovation of chain hotel,and environmental uncertainty plays a negative moderating role between knowledge creation and commercial model innovation of chain hotel.Through empirical analysis,this paper analyzes the relationship between digital capabilities,organizational learning,knowledge creation,environmental uncertainty and commercial model innovation of chain hotel industry in the era of digital economy,explores the direction and development path of chain hotel commercial model innovation,and enriches the relevant theories of hotel management.At the same time,it provides practical guidance and reference for chain hotel to use digital capabilities,knowledge creation and organizational learning mechanism to promote the transformation and innovation of business model.