Research On The Factors Affecting The Transformation Of Travel Service——Based On The Ground Theory

Under the background of China's economic development entering a new normal,the overall development of China's tourism industry is improving,and the scale of the industry is gradually expanding.The performance and service level are also significantly improved.In addition to the economic factors,the advancement of technology has also enabled the tourism industry to upgrade.The development of mobile Internet has made the business model and organizational structure of travel services continue to be reconstructed and adjusted.Online tourism has benefited from this situation and has maintained a rapid development trend.In addition,due to the macroeconomic impact,consumer perceptions of consumption are also changing,consumer demand is more personalized and diversified,and the tourists are more inclined to purchase products through the network,which is inconsistent with the traditional operating characteristics of travel service.Therefore,the dependence of tourism consumers on travel service with physical management is reduced,the development of travel service encounters bottlenecks,the operating costs are further improved,the overall profit rate of the industry is low,and the domestic consumption is upgrading,tourists are showing a trend of rejuvenation.These factors make travel service aware of the urgency of strategic transformation.Travel service can only break through the new situation through strategic transformation.However,the strategic transformation is not smooth sailing,and will be affected by many factors,such as the national policy will affect the development direction of travel service;the level of economic development will affect the consumption level of residents,thus affecting the proportion of tourism consumption;current managers will be adhere to the original strategy of the enterprise due to organizational inertia;the limitations of the internal business of the travel service will also affect the strategic transformation of the travel service.So what are the influencing factors of the strategic transformation of travel service? How do the various factors affect each other and how they work together forstrategic transformation? These issues are the primary considerations for the travel service's strategic transformation,and have also become the focus of scholars.From the research content,scholars at home and abroad have focused on the definition of strategic transformation,the definition of strategic transformation,the type of strategic transformation,the relationship between strategic transformation and corporate performance,and the impact of single factors on strategic transformation.The present research samples are mainly based on manufacturing companies,IT companies,real estate companies and other enterprises,and the research on tourism enterprises is lacking.In the research methods,empirical research methods and case study methods are often used.There are few qualitative research methods and there is no sufficient theoretical basis.Therefore,based on the theory of enterprise competence,resource-based theory and institutional basic theory,this paper focuses on the influencing factors of the strategic transformation of travel service by using grounded theory,and also analyzes the internal mechanism between various influencing factors.This paper first expounds the research background from the aspects of practice background and theoretical background,and shows the necessity and urgency of this research.Secondly,through the study and combing of related research,the basic concepts of the relevant content of this research are understood.The research overview lays the theoretical foundation of this research.After that,the qualitative research method of grounded theory is used to explore the influencing factors of the traditional travel service's strategic transformation,and the open coding,spindle coding and selective coding are strictly followed by the rooted theory.The model of the main category is established,and the theoretical model of the travel service's strategic transformation is constructed based on the coding results.Based on the theory and the existing literature research,the internal mechanism of the influence factors of the traditional travel service's strategic transformation is analyzed.Finally,based on the research,we propose management suggestions for the strategic transformation of travel service.The research results of this paper show that internal and external factors work together on the strategic transformation of travel service.External factors mainly include changes in the market environment and institutional environment.Internalfactors include enterprise resources,organizational learning,leadership and execution.Since the tourism industry itself is a fragile industry,many factors in the external environment will affect its development.Therefore,environmental changes are the external driving force for the strategic transformation of travel service.Under the new era,it is important to recognize environmental changes.The premise of transformation can only win market competition if it conforms to the trend.In a dynamic environment,travel service need to use their own resources to carry out strategic transformation under the guidance of forward-looking entrepreneurs.Therefore,enterprise resources are the basic guarantee for the strategic transformation of travel service,and entrepreneurship is a bridge for the impact of corporate resources on transformation.Execution plays a driving role in making decisions on the strategic transformation of travel service.If the company's execution is strong,it can quickly transform the planning of strategic transformation into action,thereby improv the efficiency of strategic transformation.The research object of this paper is travel service.The research theme is the influencing factor of strategic transformation.The theoretical significance is that on the one hand,it realizes the enrichment and expansion of strategic transformation research,and provides a new perspective for the research of strategic transformation.On the other hand,it also expands the research scope of the strategic transformation of the travel service industry.In practice,the research of this paper provides an effective theoretical reference tool for the strategic transformation of travel service,which plays a certain role in promoting the transformation and sustainable development of China's travel service industry.