How Can Small Tourism Enterprises Survive Successfully In The Customized High-end Market

With the development of tourism, travel agents will face a two-part source markets:First, the high-end tourism market; Second, the mass tourism market. For high-end tourists, travel agents will highlight product and service advantages, win with special characteristics; For the latter, the travel agent will highlight the price advantage to the scale of victory. The two will go hand in hand. At present, most of the domestic travel agencies often focus only on the latter and ignore the former, and in the international community, the proportion of non-touristic market has reached77.5%. Therefore, travel agencies, especially small tourism enterprises must have a clear positioning on customized high-end market in order to gain an advantage in the competition.For tourism enterprises, travel products can be cloned very easily, but positioning on high-end customized travel market can promote travel agencies in accordance with that part of the individual needs of the tourists, hence the development of customized and high value-added products can be hardly cloned. Therefore, small tourism enterprises in the competitive market environment, should be positioned on the high-end customized travel services market, and improve the quality of products and services to avoid price war and win the enterprise’s core competitiveness. Only in this way, small tourism enterprises will be able to create sustainable profit model and be successful in the markets.This thesis will focus on analysis and research of how can small tourism enterprises survive successfully in the customized high-end market, to try to further improve and enrich the tourism marketing theory in one hand; and in another hand, to provide references for the development of the core business of small tourism enterprises since the author is in the process of founding such a tourism enterprise focusing on high-end customized travel services.