本研究认为动态能力对旅游企业双元创新的形成具有重要的推进作用。通过以乌镇旅游股份有限公司为案例，运用扎根理论识别出乌镇旅游发展的改造、重塑、优化和拓展四个阶段以及动态能力与双元创新的关键因子，据此将乌镇旅游的创新发展认定为动态能力推动下的双元创新，并以案例分析的方式梳理出不同阶段感知能力、整合能力、再配置能力作用下的利用式创新与探索式创新的演化路径，深入剖析了差异性战略和战略领导力作为关键性因素对动态能力作用下的乌镇旅游双元创新演化的影响，从而获取了跨时空下动态能力对旅游企业双元创新演化的作用机制，为旅游企业明确动态能力与双元创新的关系以及二者的协同发展提供了理论依据与实践指导。
This paper takes for that the dynamic capabilities play an important role in promoting the formation of dual innovation in tourism enterprise. It identifies four stages of reconstruction, reconstruction, optimization and expansion by the grounded theory, as well as the key factors of dynamic capabilities and dual innovation with the case of Wuzhen Tourism Co., Ltd.. And the development of Wuzhen Tourism Co., Ltd. is identified as dual innovation driven by dynamic capabilities. The evolution paths of exploitative innovation and exploratory innovation under the action of perception capability, integration capability and reconfiguration capability in different stages is obtained by the case study. It also analyzes the impact of differentiation strategy and strategic leadership as key factors on the evolution of dual innovation based on dynamic capabilities of Wuzhen Tourism Co., Ltd.. It provides theoretical basis and practical guidance for tourism enterprises to clarify the relationship between exploitative innovation and exploratory innovation as well as their collaborative development. The conclusions are as follows:
1.The influence of dynamic capability on dual innovation has a stage characteristics in tourism enterprise. This paper identifies four stages of reconstruction, reconstruction, optimization and expansion of dual innovation by the grounded theory with the case of Wuzhen Tourism Co., Ltd.. It is found that the dynamic capabilities directly lead to the generation of dual innovation and further promote the development of dual innovation from service and brand innovation to the cultural and pattern innovation. It′s worth noting that there is only the exploitative innovation in the reconstruction stage, and the exploration innovation comes into being in the reconstruction stage. It shows that the generation of dual innovation is not formed at the same time, and the exploitative innovation often precedes the exploratory innovation in the development process of Wuzhen Tourism Co., Ltd..
2. The evolution path of dual innovation based on dynamic capability is obtained. The key factors of dynamic capabilities and dual innovation are extracted, and the relationship between them are revealed by analyzing the effect of dynamic capabilities in each stage of dual innovation. The evolution path of dual innovation based on dynamic capabilities of tourism enterprises is obtained. Exploitative innovation mainly reflects in the optimization and upgrading of the environment and services which is based on the original resources. In terms of exploratory innovation, it follows the development process of "format innovation-brand innovation-system innovation - cultural innovation - pattern innovation".
3. The analysis of the mechanism of the key factors in the evolution of dual innovation. Differentiation strategy and strategic leadership are the key factors of dynamic capability in the evolution of dual innovation. Differentiation strategy makes Wuzhen Tourism Co., Ltd. have unique products and services in different stages. Strategic leadership is reflected in the values of strategic leaders and their vision for the future of the organization. Through the perception and analysis of the changes in the external environment of the enterprise, the leader makes the organization gain the advantages in the competition through encouraging innovation and entrepreneurial spirits with the combination of the advantages and characteristics of the organization.
