The Empirical Research Of Strategic Alliance’s Influence To Tourism Enterprises Value Chain

In1985, famous strategic management scholar Michael E Potter first put forwardthe value chain theory, and its truly concept and meaning is expressed as enterprises’different business activities combine in a certain industry, it can effectively helpscholars analyze the competitive ability of the enterprises, and also nearly conform tothe requirements of the principle of value augment. Western tourism industry whichmakes full use of the achievement of the value chain research is in the highdevelopment process, and under this development background, the tourism enterprisesgroup has developed rapidly, and takes great profound influence to the direction of thetourism industry around the whole world. Nowadays, the competition becomes moreand more fierce, our country’s tourism enterprises should not achieve competitiveadvantage, if we still use traditional way which is that enterprises’ developmentdepend on his own single resources and inside capacity, but via the establishment ofstrategic alliance, enterprises can enjoy the advantage of partners’ useful resources,and can greatly enhance the core competitiveness of tourism enterprises.The purpose of this paper’ research in which we want to seek is that by carryingout an empirical research, we will know about the influence of strategic alliance to thetourism value chain. Based on the related literature research of domestic and abroad’papers, we first put forward the hypothesis which is about the tourism enterprisesstrategic alliance’s influence to tourism enterprises value chain and depict the indexessystem, and erect the initial formation of the questionnaire for further study. Likert5scale rating method is used in this questionnaire, and then through the questionnairepretest, parts of the indexes system structure are changed, and finally the formalquestionnaire is formed.Then, we continue to do more study by conducting small sample questionnairesurvey and large sample questionnaire survey, and we proceed the next indexes factoranalysis, reliability analysis and validity by means of SPSS19.0and AMOS17.0data analysis software, we want to seek the basic factor structure, and we aim to know thereliability of indexes system and analyze the fitting degree of the index structure. Andat last, we get the result that all data we use is match the indexes well, the indexessuch as alliance members’ matching, alliance members’ cultural synergy, alliancestability, alliance agreement, alliance members’ learning capacity, alliance experience,and tourism enterprises value chain and so on, the questionnaire has good reliabilityand validity.Finally, the questionnaire data are used in structural equation model for analyzing,we use AMOS17.0to test the hypothesis, and get the conclusion of this paper: In thedevelopment process history of tourism enterprises value chain, enterprises strategicalliance’s alliance members’ matching, alliance members’ cultural synergy, alliancestability, alliance agreement, alliance members’ learning capacity all have significantpositive effect on the value of tourism enterprises, but alliance experience has noobvious influence. And alliance agreement’s influence is the least of all, but alliancemembers’ cultural synergy’s influence is the greatest, and the next order is alliancemembers’ learning capacity. Meanwhile, we also analyze the mutual influence of theindexes system of different dimensions, and all results can be provided for moresufficient theoretical support to the research that tourism enterprises strategic alliancecan improve tourism enterprises value chain management’s ability.