Using Travel Agency Employees’ Perceived Organizational Support as a Moderator to Explore the Relationship Between the Meaning of Work and Service Innovation

Grounded in self-determination theory, this chapter investigates the impact of work meaning on service innovation behavior among travel agency employees and explores the moderating influence of perceived organizational support. A survey was conducted across 30 travel agencies in Taiwan, yielding 337 valid responses. The proposed hypotheses were tested using multiple regression analysis. The analysis indicates that a strong sense of work meaning enhances employees’ service innovation behavior. Furthermore, perceived organizational support strengthens this relationship, suggesting that when employees recognize supportive actions from their organization, they are more prone to translate meaningful work into innovative service practices. These findings expand the existing theoretical knowledge of service innovation by emphasizing the psychological and organizational factors that drive it. Additionally, this chapter provides practical insights for travel agencies, highlighting the importance of fostering a meaningful work environment and organizational support to encourage innovation. Future research directions are also proposed to expand on these findings.