Study On Influencing Factors And Effects Of Tourism Service Improvisation Of Frontline New Generation Employee In Tourism Enterprises

The uncertainty brought by the COVID-19 has not only increased the survival crisis of enterprises,but also caused serious management crises,personnel crises,service crises and so on.For the service industry,service is its core,and service is essential to face-to-face communication and exchanges with customers.In this process,customers will inevitably meet different service needs,which requires frontline new generation employees to real-time adjust the service strategy and service content to adapt to the requirements for the specified service customers.The tourism industry,as a face-to-face service industry that requires high contact,faces service requests and participation from a variety of customers every day,and it is the interactions between these large numbers of unique customers and employees that bring unpredictable unpredictability.Certainty,these uncertainties,are both challenges and opportunities for frontline service employees.Based on the uncertainty of the economic environment,the uncertainty of the COVID-19,and the uncertainty of customer needs,this research introduces organization improvisation into the tourism service context,and discusses the influencing factors and effects of tourism service improvisation of frontline new generation employees in tourism enterprises under the uncertain circumstances.Based on the combing of existing researches and in-depth interviews with the frontline new generation employees,department directors and customers of tourism enterprises,this study mainly discusses tourism service improvisation of frontline new generation employees in tourism enterprises from three aspects.After rigorous theoretical analysis and standardized empirical research,this research has reached the following conclusions:(1)Tourism service improvisation of frontline new generation employees in tourism enterprises is composed of three dimensions: "immediateness","innovation" and "resources".(2)This study clarifies the impact path of the frontline new generation employees' perception of corporate social responsibility on tourism service improvisation.Among them,the frontline new generation employees' perception of corporate social responsibility has a positive impact on their tourism service improvisation,pro-social motivation and sense of self-efficacy.The pro-social motivation and self-efficacy of the frontline new generation employees positively affect the tourism service improvisation.The pro-social motivation and self-efficacy of the frontline new generation employees of tourism enterprises play a mediating role in the relationship between the perception of corporate social responsibility and the tourism service improvisation.The collectivism orientation of the frontline new generation employees has a moderating effect on the relationship between the perception of corporate social responsibility and self-efficacy.(3)This study verifies the dual effects of tourism service improvisation for the frontline new generation employees in tourism enterprises.Among them,the tourism service improvisation for the frontline new generation employees in tourism enterprises positively affects their innovation performance and emotional exhaustion.The time pressure of the frontline new generation employees in tourism enterprises plays a mediating role in the relationship between their tourism service improvisation and emotional exhaustion.Resource piecing of the frontline new generation employees in tourism enterprises plays a mediating role in the relationship between their tourism service improvisation,innovation performance and emotional exhaustion.Finally,based on the research results,this research discusses theory and management implications,research limitations and future prospects.