Research on the Relationship between Novelty-Centered Business Model Innovation and Competitive Advantages of Sports Tourism—Based on the Empirical Analysis of Guizhou Province, China

摘要

Under the background of industrial integration, the combination of sports and tourism has rapidly become a new outlet in the industry. As a mountain tourism resource rich, Guizhou Province, focusing on creating a national sports tourism demonstration zone, has made a series of substantial progress in the development of sports tourism industry. This study is based on the development of the sports tourism industry in Guizhou Province. From the perspective of marketing dynamic capabilities, this paper explores the mechanism of the role of novelty-centered business model innovation on competitive advantage. Through the empirical analysis of 224 valid questionnaires, the results show that there is an inverted u-shaped relationship between novelty-centered business model innovation and competitive advantage and the marketing dynamic capabilities play a positive regulating role between the two. The research results provide ideas and management inspiration for the sports tourism industry and enterprises to build competitive advantages from model innovation and enhanced marketing dynamic capabilities.