A Study On The Value Innovation Evolution Path Of Tourism Service Providers Of The Whole Industry Chain From The Dual Perspective Of "Dynamic Capability—Resource Orchestration"

Under the background of the repeated epidemic situation of COVID-19 and the adjustment and upgrading of the traditional tourism consumption structure,the initial single sightseeing tourism has been unable to meet people’s growing consumption demand,which brings new opportunities and challenges to the upgrading of domestic tourism products.At the same time,with a large amount of capital continuing to enter the tourism industry for investment and development,the market volume of tourism planning continues to expand,and the new market preference provides fertile soil for the development of tourism planning enterprises.However,the level of the tourism planning industry is mixed and exists increasingly fierce competition,so that more and more tourism planning enterprises realize the necessity and significance of transformation and upgrading.Therefore,the tourism service provider of the whole industry chain arises at the historic moment,which is not only the product of the high-quality development of the tourism industry.at the same time,it is also a direct manifestation of tourism planning enterprises trying to create and build new value to avoid the risks brought by the complex market environment and meet the needs of the new market.In recent years,the downward pressure on China’s economy has become greater,the problem of population aging is serious,the arrival of the general trend of the integration of new literature and travel,and the changes of various market situations have brought new opportunities and threats to tourism planning enterprises.How to find their own position in the uncertain industry environment and achieve transformation and upgrading,so as to grasp the market wind direction and occupy the new market heights has become problems that tourism planning enterprises must consider at present.In this context,related issues such as enterprise value innovation have aroused extensive discussion and attention in academic circles,but due to the short development time of the whole industry chain theory in the tourism industry,the existing theories related to the whole industry chain tourism service providers are still lack of systematic discussion.The evolution mechanism of value innovation of tourism service providers in the whole industry chain in China has become an urgent problem to be solved in the industry and even academia.Based on the above background,this paper makes an in-depth discussion on the core issue of how the tourism service providers of the whole industry chain realize the evolution of value innovation at different stages of enterprise development.And this study draws the following conclusions:first,the whole industry chain tourism service providers in the development process of "single business stage—multi-business stage—whole industry chain stage",the dynamic capability shows the characteristics of dynamic evolution with the change of the enterprise development stage,that is,the dimension of the dynamic capability is increasing,and gradually advanced from the low-level capability to the high-level capability.Second,in the development process of "single business stage—multi-business stage—whole industry chain stage",the action process of resource orchestration shows the characteristics of dynamic evolution with the change of enterprise development stage.that is,the action process of resource orchestration is constantly improved,and from "resource structuring" to "resource bundling" and then to "resource leveraging".Third,in the development process of "single business stage—multi-business stage—whole industry chain stage",under the dual functions of dynamic capacity drive and resource orchestration,value innovation presents the characteristics of dynamic evolution,that is,the orientation of value innovation evolves from "market demand-oriented" to "technological innovation-oriented"and then to "sharing-oriented of the whole industry chain".This study explores the evolution path of value innovation of tourism service providers in the whole industry chain based on the dual perspective of "dynamic capability—resource orchestration",which not only broadens the applicable scope of dynamic capability theory and resource orchestration theory.it also enriches the research of value innovation in the context of the whole industry chain,and helps the tourism service providers of the whole industry chain to refer to the correct theoretical framework to carry out their work.Through an in-depth analysis of the whole process of the tourism service provider of the whole industry chain from a single business stage to the whole industry chain stage,the driving and adaptation path of dynamic capability and resource orchestration to value innovation is obtained.in order to bring relevant enlightenment and guidance to tourism planning enterprises,they should develop and make use of high-level dynamic capabilities,drive enterprise value innovation,pay attention to resource orchestration process,adapt enterprise value innovation and pay attention to evolutionary development process,find the right time to transform and upgrade.