THE VALUE CO-CREATION OF ONLINE TOURISM ENTERPRISES BASED ON SERVICE DOMINANT LOGIC

บทคัดย่อ

Based on a systematic review of relevant domestic and foreign literature, this article focuses on the impact of service-dominantlogic, dynamic capabilities, and customer trust on online tourism enterprise value co-creation, and constructs a conceptual model of the impact of service-dominantlogic on online tourism enterprise value co-creation. The results indicate that: service-dominantlogic does not directly affect online tourism enterprise value co-creation, but indirectly affects it through dynamic capabilities; service-dominantlogic not only directly affects dynamic capabilities, but also indirectly affects it through customer trust; Customer trust does not directly affect online tourism enterprise value co-creation, but indirectly affects it through dynamic capabilities; Dynamic capabilities and its resource integration capabilities, market perception capabilities, and environmental adaptability all play a mediating role in the relationship between service-dominantlogic, customer trust, and online tourism enterprise value co-creation.Therefore, online tourism enterprises need to base themselves on and practice the service-dominantlogic concept, build a dynamic capability mechanism, enhance customer trust, create a good environment and conditions for value co-creation, and promote enterprise value co-creation.The innovation of this study lies in the effective integration and construction of the theoretical model of value co-creation for online tourism enterprises. It proposes the mediating role of dynamic capabilities in the value co-creation of online tourism enterprises, and builds an operable path for online tourism enterprises to apply dynamic capabilities.