The Entreneurship And Innovation Mechanism Of China Tourism Market Subject In The Change Age

In the change age, transforming with unknown issues in environment, vastly changeable demands and gradually competitive, sustained innovation has become the inevitable choice for the survive and development for the Chinese tourism market. At the meantime, it’s hard to depend on single entrepreneurial innovation mode which is depended by traditional tourism enterprises. The current situation and era makes Chinese tourism to be led by ultimate experience demand of tourists, to combine tourism enterprise with government, university, research institution, intermediary organization, tourist and other potentiality, to share resource and complement each pros and cons, to bring cooperation effect and overlaying effect into play, so that create values and target and realize the co-existing of each market.This dissertation is separated into six chapters:Chapter one, introduction. In this chapter, the background, research significance, content as well as methods will be introduced, and then the difference will be concluded. Chapter two, literature review and theory basis, in which review the domestic and foreign relevant researches emphasizing on the relationships among start-up, innovation and entrepreneurial innovation depending on the commenting the tourism research of entrepreneurial innovation. Meanwhile, the basic theories including value co-creation theory, value net theory, sharing economy theory, platform economy theory and collaborative innovation theory, will be presented. Chapter three, subject analysis of entrepreneurial innovation for tourism market. This chapter will consist of the conclusion of demand characteristics for tourism consumer in current changeable era, of the discussion of necessity and urgency of sustained innovation for tourism enterprise in such era, and deep analysis of constitution of new tourism entrepreneurial innovation subjects. Chapter four, operation mechanism of tourism entrepreneurial innovation subjects. The value co-creation model of tourism entrepreneurial innovation subjects will be built to summarize the interaction among tourism enterprise, government, university, research institution, intermediary organization, tourist, to discuss the role and path for each entrepreneurial innovation subject, and to finally analyze the agglomeration effect resources, overlaying effect, spillover effect, spread effect for each entrepreneurial innovation subject. Chapter five, the analysis of optimization for tourism market subjects entrepreneurial innovation. Based on the factor analysis of entrepreneurial innovation and questionnaire survey on major tourism company owners, the analysis will be focus on the barriers of tourism market subjects entrepreneurial innovation, based on which put up with the optimization and countermeasures for tourism market subjects entrepreneurial innovation. Chapter six, conclusion and expectations. The main conclusions, shortcomings and future directions will be presented.The main conclusion could be:1) logic starting point of this research is the changes of tourism consumers in this changeable era. In this period, tourism have such characters like diversity, customization, full-time, intelligentization, emotionality; 2) tourism enterprise is the main entrepreneurial innovation subjects, it is necessary to continuously innovate according to the upgrading for consumption demand, to regard tourists as relative partner for tourism enterprises, and the power of government, university, research institution, intermediary organization and other subjects is also necessary for multi-win achieved multi-subjects value co-creation; 3) the main obstacles in the process of tourism market subjects are recognition obstacle, resource development and integration obstacle. To remove above obstacles, measures put forward, including: concept innovation, effectively change people one-sided understanding of entrepreneurialinnovation; instituional innovation, active the entrepreneur ial innovation potential of intermediary organizations, universities and research instituions; set up a platform to integrate multiple subjects entrepreneurial innovation resources.The differences of this research are:1) starting from tourism market objects entrepreneurial innovation, which is a new topic; 2)deep discussion and innovative content of operations and optimization systems for tourism market objects entrepreneurial innovation; 3)the questionnaire survey with main tourism enterprisers.