Abstract
This article uses case study of a very famous tourism enterprise in China to explore what motivates tourism enterprises to implement service innovations. On the base of literature review, through semi-structured interviews, on-site observation and secondhand data, driving forces of service innovation in Chinese tourism enterprises are concluded by data analysis. Major internal driving forces include development vision, enterprise leaders, and organizational culture. Major external driving forces include changing demand of Chinese residents, demand of the local government to enhance municipal influence, ccompetitive ppressure of surrounding attractions. These internal and external forces motivate Chinese tourism enterprises to carry out service innovations continuously to satisfy tourists’ demands.
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