检验创新活动对服务企业绩效影响的有效性,是服务创新研究的一个核心问题,国外学者已对此问题进行了较为深入的研究,而国内学术界尚未展开系统和规范的实证研究,没有得到令人信服的结果。本文首先以创新理论和营销相关研究为基础,构建了创新影响服务企业绩效的实证模型。随后以传统的旅游业为例,采用清华大学技术创新研究中心2006年云南旅游业的大样本调研数据,运用因子分析(EFA、CFA)和结构方程模型方法(SEM),检验了创新活动对旅行社企业绩效的影响。研究发现:创新活动对于旅游企业绩效具有显著正向影响,其直接影响作用大于通过服务质量中介变量的间接作用。本研究验证了服务企业创新活动的有效性,揭示出国内旅游企业低层次竞争的现状,为传统服务业企业的竞争战略制定提供了启示。

In the research field of the service innovation, the influence of tourism firm's innovation on its performance is investigated. Based on the innovation theory and marketing-related theory, first the empirical model for the test is developed, and then large scale data based on the survey of Yunnan tourism industry are gathered. Using the factor analysis and structural equation modeling, it is found that the innovation has a significant positive influence on the firm's performance, and its direct influence is larger than the indirect influence.