Research On The Impact Of Dynamic Capabilities On The Competitive Advantage Of Tourism Enterprises

Today's society is in an era of rapid change.The world economy is developing rapidly.Globalization,networking,rapid changes in science and technology,and low-cost competition make enterprises difficult in their development and are always facing the risk of being replaced by competitors.Taking the tourism industry as an example,both domestic and foreign tourism companies will face severe tests.Not only that,the development of tourism companies is due to the fierce market competition they encounter on the one hand,and the other With the improvement of requirements,these factors can accelerate the changes in the tourism market environment,so that tourism companies face a more stringent situation in terms of survival and operation.At the same time,the development of Internet technology and the improvement of traffic conditions have made the whole world a "global village".The development of the new tourism industry represented by the Internet has had an impact on the traditional tourism market environment and broke the previous balance.This kind of imbalance directly causes traditional tourism companies to lose their usual competitive advantages and further disrupt their ability to integrate resources.Due to the rapid development of the times,the competitive landscape among tourism companies is gradually increasing,so it will be much more difficult for tourism companies to find a way out in the fierce industry competition.In the reality of market changes and technological updates that have led to intensified industry competition,competitors' continuous innovation in technology and management,and the personalized and fragmented needs of travel consumers,tourism companies will face more realistic and difficult situations.The choice: Either face the difficulties and participate in the competition,or get involved in the torrent of competition and disappear.In the face of such a situation,if tourism companies cannot adapt to such changes in time,even the best tourism companies will not remain young forever,and will eventually decline gradually.Therefore,how tourism companies face the risks brought by the turbulent market environment,establish risk early warning mechanisms,avoid risks,and enhance the ability of corporate development to form a competitive advantage has become the research and solution of tourism scholars and corporate managers.The problem.At present,there are not many researches on the integration of competitive advantage and tourism enterprises,especially from the perspective of the dynamic capabilities of the enterprises themselves to explore the relationship between competitive advantages of tourism enterprises.In particular,how dynamic capabilities affect tourism companies to obtain competitive advantages,whether the relationship between the two directly affects the relationship or the existence of a "hidden box" state,is an urgent need for scholars and managers to study and discuss.Based on the above analysis,this article selects tourism enterprises as the research object of this article,from the perspective of dynamic theory,constructs the mechanism model of the dynamic ability on the competitive advantages of tourism enterprises,and combines the collation and analysis of the literature to further carry out the related hypotheses proposed.The test results show that most of the relevant hypotheses have passed the test.Combining the results of the empirical analysis and the passing of the theoretical model,the conclusions of this study are as follows: First,based on the realistic background and theoretical analysis,the definition of the connotation and dimensions of dynamic capabilities in tourism enterprises is discussed.This article takes tourism enterprises as the research point to define the connotation of dynamic capabilities in tourism enterprises.Divide dynamic capabilities into three dimensions: resource integration,market environment perception and adaptability.Second,although there are some scholars in the theoretical circle who believe that the relationship between dynamic capabilities and competitive advantage can have a direct effect and influence,there are still different opinions.From the analysis of tourism enterprises,the integration of tourism resources,the perception of tourism market environment and the adaptability of tourism enterprises constitute the dynamic capabilities of tourism enterprises.Through further testing,in addition to adaptability can not directly affect the competitive advantage of tourism companies,the remaining two factors have a significant impact on the competitive advantages of tourism companies.Therefore,it can be seen that tourism companies can gain competitive advantage through dynamic capabilities.Third,value co-creation has a positive impact on the competitive advantages of tourism companies.In this study,it is found that the three dimensions of value co-creation can positively affect the competitive advantage of tourism enterprises.Fourth,dynamic capabilities have a direct impact on value co-creation.After the initial model is revised,in addition to the insignificant influence of market perception on word-of-mouth publicity,resource integration capabilities,market environment perception capabilities,and adaptability have significant direct effects on all dimensions of value co-creation.Fifth,dynamic capabilities can fully play an intermediary effect through value co-creation and indirectly affect the competitive advantages of tourism companies.In further analysis,it can be seen that the three factors of dynamic capabilities in tourism companies can all play an intermediary effect through the three factors in value co-creation,so they can indirectly affect tourism companies to obtain competitive advantages,which can further prove that,There is also a factor of value co-creation between dynamic capabilities and the competitive advantages of tourism companies.Value co-creation plays an intermediary effect for tourism companies to obtain competitive advantages.In addition,from the results of the mediation test,the direct impact of adaptability on competitive advantage is not significant,indicating that there is a complete mediation effect,indicating the significance of the mediation effect.Sixth,customer trust has played a better regulatory mechanism.Using hierarchical regression,the results show that the research hypotheses of customer trust are passed,indicating that customer trust has a significant regulatory effect.The main academic innovations of this article on the impact of dynamic capabilities on the competitive advantage of tourism companies are as follows: First,the two theories of dynamic capabilities and value co-creation are effectively connected,and the research of this article is constructed as an independent system.frame.In fact,the research results on dynamic capabilities and value co-creation are quite rich,but they lack crossover and integration,especially in combination with tourism academic background.For this reason,under the premise of literature review and theoretical analysis,this article takes tourism companies as the research object,effectively analyzes the dynamic capabilities and the effective integration of value co-creation as a whole research system,and uses dynamic capabilities as independent variables and value Co-creation is a research system of intermediary factors.The effect of this mechanism system on the competitive advantage of tourism enterprises is analyzed,and the relationship between the three is revealed.At the same time,the fusion of the two theories also improves the relevant theories about the impact of dynamic capabilities on the competitive advantages of tourism companies,and also provides effective theoretical guidance for the management of tourism companies in practice.Second,it verifies the mediating effect of value co-creation between dynamic capabilities and competitive advantages of tourism companies.Although many studies now show that dynamic capabilities can directly affect the competitive advantage of a company,there are still some researchers who hesitate about the direct relationship between the two.This article introduces value co-creation in the path analysis of dynamic capabilities and competitive advantage,and the results show that value co-creation has an intermediary effect.Therefore,based on the research on value co-creation and the logical framework of "capability-value-competitive advantage",a theoretical model of competitive advantage of tourism enterprises is constructed,and the value co-creation is analyzed layer by layer,and the different elements of value co-creation The competitive advantages of tourism enterprises and the different roles of the dynamic capabilities included provide theoretical and empirical support for further lifting the veil of the existence of dynamic capabilities to the competitive advantages of tourism enterprises.Third,systematically explore the moderating effect of customer trust on dynamic capabilities and competitive advantages of tourism companies.The behavioral impact of customer trust has been studied in the tourism field.However,in the field of research on the competitive advantages of tourism companies,the moderating variable There is little research done from the perspective,especially under the condition of dynamic capabilities,the research on customer trust as the adjustment mechanism has not been carried out yet.This article tries to take customer trust as a moderating variable,analyzes and reveals the moderating effect of the research model of customer trust.Fourth,it clarifies the operable paths for tourism companies to construct and use dynamic capabilities.The research in this article gives some guidance to tourism companies in terms of management.This research applies dynamic capabilities to tourism companies and uses co-creation of value as an intermediary variable to analyze the impact on tourism companies' competition and promote managers' improvement Cultivating the awareness of dynamic capabilities is conducive to the construction of dynamic capabilities of tourism companies by taking multiple measures,and provides direction guidance for tourism companies to effectively construct,use and manage dynamic capabilities.Finally,this study provides important guidance for the management practices of tourism companies.If tourism companies are invincible in their development,in addition to strengthening their own hardware conditions,tourism managers are also the main reason for tourism companies to enhance their competitive advantages.The essential.Tourism managers must establish the awareness and thinking of the dynamic capability mechanism.At the same time,it is also necessary to integrate value co-creation activities,pay attention to the importance of value co-creation,construct and strengthen dynamic capabilities with multiple measures,provide a suitable growth environment for the formation of value co-creation,and cultivate tourism consumers' trust in tourism companies.To protect their interests and enhance their sense of trust and loyalty.