Research on Driving Factors of Digital Innovation in the Tourism Industry

Digital innovation has become a strategic choice to reshape the tourism industry ecosystem and promote its high-quality development. In the new environment of the digital economy, it is important to clarify the driving factors of digital innovation in the tourism industry and their relationship mechanism. On the basis of literature research, we construct an analytical framework or the driving factors of digital innovation in the tourism industry from seven aspects. Based on the collection of relevant research data from 31 provinces in China, and using 31 provinces in China (excluding Hong Kong, Macau, and Taiwan) as the subject of empirical research, the level of digital innovation development dynamics in each province was empirically investigated. The results show that the level of digital innovation development dynamics of the tourism industry in the 31 provinces of China shows great regional differences, and overall it can be divided into four echelons. Intra-industry upgrading, inter-industry competition, policy support, the technology innovation environment, economic level and the digital technology environment are the most important driving factors for digital innovation in China’s tourism industry. Market demand scale, e-commerce platforms, and internet facilities are more important driving factors for digital innovation in the industry. The degree of influence of market consumption structure, digital industry level and cultural industry level on digital innovation of the tourism industry is relatively small. The findings of the study make an important theoretical contribution to the understanding of the factors influencing innovation in the tourism industry in the new era. The article highlights the simultaneous approach of optimizing both endogenous and exogenous dynamics to enhance the innovative development of the global tourism industry.