A Research on Trusting Employees and Tourism Firm's Service Innovation -- Based on the Empirical Analysis of Guangzhou Tourism

Abstract

Based on attitude-behavior theory, the paper researches the relation of trusting employees and tourism firm’s service innovation. We make investigation questionnaires from Guangzhou tourism firms. The results suggest that trusting employees positively influences their service innovation behavior, and employee’s service innovation behavior positively influences firm’s constant service innovation. At one time, Guangzhou’s tourism firm’s initiative service innovation still has significant weakness. The tourism firm’s employee’s innovation behavior and service innovation in firms are little, employee’ service innovation is far beyond best. These retard the development of tourism firm’s service innovation to some extent. The paper suggests Guangzhou’s tourism firms should trust employees more completely and encourage their innovative activities. Only these will help them think actively during work, positively conduct service innovation, and promote Guangzhou’s tourism firm’s competitive advantage’s sustainable development. The conclusion of this paper will offer reference for obtaining competitive advantages in Guangzhou’s tourism firms.