Factors Affecting the Business Model Innovation Employed by Small and Micro Travel Agencies in the Internet+ Era

This study mainly investigated the factors affecting the business model innovation of small and micro travel agencies (SMTAs) in the Internet+ era. Based on a literature review, six hypotheses were proposed. To identify the influencing factors, the questionnaire, which was developed from previous studies, was distributed and 130 valid questionnaires were identified. Linear regression was used to test the hypotheses and further verify the relationship between each factor and the four dimensions of business model innovation. The results revealed that: 1. Organizational learning ability, consumer demand, entrepreneurial spirit, and website performance have significant effects on the business model innovation of SMTAs in the Internet+ era; 2. Organizational learning ability; consumer demand, and technological development were discovered to have positive effects on the value proposition innovation of SMTAs; 3. Consumer demand, entrepreneurial spirit, and organizational learning ability have positive effects on the value maintenance innovation of SMTAs; 4. Organizational learning ability and consumer demand have positive effects on the value network innovation of SMTAs; 5. Finally, organizational learning ability, website performance, and consumer demand have positive effects on the value realization innovation of SMTAs. These results can serve as the foundation for future relevant research and as a reference for SMTAs and related industry practitioners in their future management.