A Research on Trusting Employees and Tourism Firm´s Service Innovation -- Based on the Empirical Analysis of Guangzhou Tourism

Based on attitude-behavior theory, the paper researches the relation of trusting employees and tourism firm´s service innovation. We make investigation questionnaires from Guangzhou tourism firms. The results suggest that trusting employees positively influences their service innovation behavior, and employee´s service innovation behavior positively influences firm´s constant service innovation. At one time, Guangzhou´s tourism firm´s initiative service innovation still has significant weakness. The tourism firm´s employee´s innovation behavior and service innovation in firms are little, employee´ service innovation is far beyond best. These retard the development of tourism firm´s service innovation to some extent. The paper suggests Guangzhou´s tourism firms should trust employees more completely and encourage their innovative activities. Only these will help them think actively during work, positively conduct service innovation, and promote Guangzhou´s tourism firm´s competitive advantage´s sustainable development. The conclusion of this paper will offer reference for obtaining competitive advantages in Guangzhou´s tourism firms.