服务创新驱动力能推动海洋文化旅游企业提升自身竞争力,能极大提高海洋旅游业的发展。海洋文化旅游企业在内外部驱动力作用下进行各种服务创新活动,且遵循不同的服务创新模式。本文结合服务创新驱动力新模式和海洋文化旅游企业本土发展特点,分析了影响海洋文化旅游企业服务创新的内外源要素,并对其服务创新模式进行整体把握,对企业领导者具有一定的指导作用。 The driving force of service innovation can promote marine culture tourism enterprises to enhance their competitiveness and greatly enhance the development of marine tourism. Marine culture and tourism enterprises under the influence of internal and external drivers for a variety of service innovation activities, and follow different service innovation model. Combining the new driving force of service innovation and the local development characteristics of marine culture tourism enterprises, this paper analyzes the internal and external elements that affect the service innovation of marine culture tourism enterprises, and grasps its service innovation model as a whole, which will guide the leaders of enterprises .