Abstract: With the development of online tourism market, business model innovation of online tourism enterprise has become an important way to expand the market, expand service and enhance the competitiveness of enterprises. The paper uses structural equation model to analyze the effect of each factor on business model innovation of online tourism enterprise. By revealing the internal relationship between each factor and its relationship with business model innovation of online tourism enterprise, the paper explores the dynamic mechanism of business model innovation of online tourism enterprise. Research shows that the factors including technological progress, customer demand, industry environment, supply chain enterprise, enterprise strategy, entrepreneur ability, organizational and learning ability have significant influence on the business model innovation of online tourism enterprise, and the impact of enterprise strategy and technological progress is the most significant; constructing the motive mechanism of the business model innovation of online tourism enterprise with business model innovation as central node, the dominant module as subject, and the market and associated modules as two wings, we can obtain five paths of business model innovation. They interact and influence each other to promote the business model innovation of online tourism enterprise.

Key words: online tourism, business model innovation, driving force, dynamic mechanism