As innovative entrepreneurship in China has increased, the transformation and upgrade of mature enterprises through secondary innovation has become a pressing issue. Using the concept of opportunity–resource integration as the research framework, this study examines the relationships between adaptive marketing capabilities (AMCs), opportunity exploitation, and sustainable innovation performance (SIP). The potential moderating effect of organizational legitimacy on these relationships is also investigated. Based on collected data from 163 high tech enterprises based in the Pearl River Delta region of China, the current study confirms that, first, both enterprise AMCs and opportunity exploitation significantly and positively affect sustainable innovation performance, and, second, that interaction between AMCs and opportunity exploitation significantly and positively affect SIP. The results also demonstrated that organizational legitimacy positively moderates not only the direct effects on SIP from both AMC and opportunity exploitation, but also the effect on SIP from the interaction between AMCs and opportunity exploitation.

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Abstract. Travel agencies, as an important carrier for the development of tourism, their inadequacies in brand building have limited further development of tourism. In this paper, the impact of travel agencies' brand image on customer purchase intention was empirically examined from the perspective of consumer awareness. The results show that travel agencies' service images, brand personality as well as organization image have positive effects on consumer purchase intention significantly, while for consumers' individual characteristics, only disposable income acts similarly. IntroductionChinese travel industry has been developing rapidly because of increasing of disposable income and changing consumption concept. As the symbolic enterprise of travel industry, travel agencies play an important role in the whole tourism industry chain. According to Report on Brand Image of Beijing Travel Agencies (2010), however, unsatisfactory service quality and weak awareness of brand image construction restrict Chinese travel agencies from further development. Experience attribute of tourism products makes customers fail to experience its quality and service level before consumption, leading tourism brand an immeasurable effect in information delivery of tourism product. Meanwhile, brand image is an asset, and a good tourism brand image can be a core competition via customer loyalty, product premium and capital operation of successful brand. Moreover, in process of establishing brand image, only the brand identified by customers can possibly impress customers and stimulate their purchase intention. Therefore, it is critical to explore factors impact on purchase intention for travel agencies' continuing growth.However, more than half of relevant researches focus on normative research method currently, while empirical research method only accounts for one eighth (Li, 2012)

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