Empirical Study on Driving Forces of Innovation in Business Pattern of Online Tourism Enterprises

（1.Jiangsu University of Science and Technology，Zhenjiang，Jiangsu212003，China；2.Nanjing University，Nanjing，

Jiangsu210093，China）

Abstract：The increasingly increased citizens’income promotes the rapid development of China’s tourism industry. And the rapid development of IT significantly changed consumer behaviors and the operation pattern of tourism enterprises；it also promotes the development of online tourism market and the emergence of new business pattern. To better explore the new market， meet the consumers’requirements in terms of customized tourism products，and to be successful in market competition，online tourism enterprises should explore new development pattern，foster new and diversified business pattern，and make profound and differentiated innovation. The empirical research on innovation in business pattern，which is based on structural equation model， shows that：such factors as customer requirement，the advance in technology，entrepreneur ability，corporate strategy，supply chain enterprise，organization capability for learning，and industrial environment have significant impact on online enterprise innovation in business pattern. Because of that，to effectively promote innovation in business pattern，online tourism enterprises should，first，consider customers’diversified requirement and provide them with diversified service；second，they should develop more advanced technology and establish the smart network platform；third，they should extend the tourism brand and formulate differentiated development strategy；and fourth，they should integrate online with offline and perfect the ecology system.

Key words：online tourism enterprises；business pattern；driving forces of innovation；differentiation