Research on the Competitive Disadvantages and Creative Countermeasures of the Middle and Small Scale Travel Agencies

Among the structure of domestic travel agency industry, the middle and small scale ones occupy the major part, but they stay at poor condition in many aspects, such as the exploitation of new products, brand competition and cost management, which restrict Chinese travel agency industry' enhancing its whole competitiveness. Based on analyzing the main disadvantages of middle and small scale travel agencies, from five perspectives the paper puts forward several methods of running innovation, in order to assure that the middle and small scale travel agencies can realize sustainable and health development.