Research On The Relationship Between Resource Integration Process?Dynamic Capability And Competitive Advantage Of Online Tourism Enterprises

Future tourism is a competition of comprehensive resources.Nowadays online travel companies actively integrate upstream and downstream resources to achieve rapid growth in the size of the industry's market transactions.However,the increase of this size transaction has not brought any profit,but simultaneous increase in losses was confirmed.At the same time online travel companies are actively deploying larger tourism destinations,but the subject of large-scale and decentralized situation,the way how to improve efficiency of resource integration process,dynamic capabilities and enhance its competitive advantage have become a problem faced by online tourism companies.Based on the resource-based theory,this article studies the relationship between resource integration process,dynamic capabilities and competitive advantage of online travel companies.This paper analyzes resource integration process,dynamic capabilities and competitive advantages of online travel companies to build a research model and hypothesis.Through the pre-study of 86 questionnaires for screening and determination of questionnaire items,and use of AMOS software for a formal survey of 355 questions for empirical data analysis,it was concluded that online tourism company's resource integration process is divided into resource identification,resource acquisition,resource allocation and resource utilization;online tourism enterprise resource allocation and utilization process has a direct and significant impact on its competitive advantage;other resource integration processes have no direct impact on its competitive advantage;the resource integration process of online travel companies has a positive and significant impact on their dynamic capabilities;for online travel companies' competitive advantages,the direct impact of online tourism company resource identification and access to their competitive advantages is not significant.Online travel companies can improve the identification of resource heterogeneity through core resource lists,expand and acquire traditional travel agency resources,scenic spot resources,and hotel aviation resources through mergers and acquisitions to form a unique advantage of the enterprise and accelerate the expansion of new tourism businesses through resource allocation and utilization.With the help of resources "one-stop" services can be realized to meet the diverse needs of consumers and create customer value.Online travel companies improve their efficiency in resource integration and enhance their dynamic capabilities,thereby improving their competitive advantages and achieving profitability.