Research On Impact Of Tourism Agencies’ Corporate Social Network On Innovation Performance

With the continuously optimized development of the industrial structure, service plays an increasingly significant role in the worldwide economic growth, tourism attracts more and more attention, and the competition among tourism enterprises is increasingly fierce, innovation has become the necessary choice for tourism enterprises to gain competitive advantage. Academic research perspective of innovation are not identical, corporate social networks of enterprises are also gradually being valued. Corporate social network can provide many hidden resources and information to innovate for the enterprise, scholars consider that the optimization of enterprise’s corporate social network can improve the innovation performance of enterprise effectively. This study empirically examines the connection between three dimensions(structural characteristics, relational dimension and the heterogeneity of relational resources) of travel agencies’ corporate social networks and the innovation performance of enterprises, and gives the travel agencies a way to improve innovation performance from the perspective of corporate social network.First of all, this study discussed the background and significance of the research,put forward the problem to resolve, clarified the research train of thought, and defined main methods of research. Secondly, this study read and sorted out Chinese and foreign literature concerning corporate social networks and innovation performance of enterprises, and made a simple review of related papers. Thirdly, this study put forward research hypotheses after establishing the background, objects, purpose and content of research, and designed, issued and recycled questionnaire based on the predecessors’ mature scale. Finally, this study had descriptive statistics, the reliability and validity test and Pearson correlation analysis on samples’ data, then, multiple regression analysis was performed to test research hypotheses and draw the conclusion.The empirical results on connection between corporate social networks and innovation performance of 136 travel agencies in Urumqi show that:(1) Among the 8indicators of the corporate social network’s three dimensions, the heterogeneity of relational resources, network density, network location centrality and relationship strength have very significant influence on the innovation performance of enterprise,followed by the relationship quality and relationship management capability.Although there is obvious correlation between network size and relationship stability with correlation, but the positive influence of a causal relationship has not been verified.(2) The result of Pearson correlation analysis shows that although the control variables and innovation performance have a clear correlation, but when the indicators of corporate social network are joined to perform the regression analysis, the effects of control variables are reduced significantly, there is only the nature of the enterprises and the number of employees have a slightly significant influence. It also underscored the positive impact of social network on innovation performance of enterprise. The effect of enterprises’ age on innovation performance is not significant.(3) Corporate social networks of travel agencies in Urumqi show a certain advantage,but overall, the advantages of all dimensions are not significant. The statistical mean of network location centrality and network density are higher than network size’s among the network structure indicators, relationship quality’s mean and relationship management capabilities’ mean are higher than relationship strength’s and relationship stability’s among the relational dimension indicators. Among the 8indicators of the three dimensions, the mean of relationship quality is the highest, the mean of relationship stability and network size are the lowest.(4) The overall innovation performance of the travel agencies in Urumqi is not very well, and the standard deviation is relatively large. It illustrates that the gap of innovation performance between travel agencies in Urumqi is big, there are some enterprises with a good innovation performance, and also have some enterprises with very dad innovation performance.(5) Urumqi tourism enterprises have first blend into the large network including all aspects of tourism enterprises and organizations,widely,selectively to establish long-term effective relationship for cooperation and communication. But not merely extending the network scale or guaranteeing long-term stability of the network relationships, It should be selective to establish a network connection, to prominently intensify cooperation.