本文以江苏省江阴市为案例地,在分析传统旅行社业务经营现状和当地居民出游行为特征的基础之上,提出了通过旅游产品的开发设计突破经营困局的思路。一、江阴市旅行社业务经营现状作为一个自2003年以来连续12年在全国县域经济排名中位列榜首的江阴来说,其高度发达的经济为旅游业的发展提供了重大利好。2013年,江阴市实现地区生产总值2706.1亿元,常住人口人均生产总值16.6万元,居民的旅游消费能力比较强,另外,江阴拥有35家上市公司,众多的大中小型公司也为江阴的组团旅游提供了充足的客源,目前江阴市旅行社已经达到了38家,其中出 This paper takes Jiangyin City, Jiangsu Province as a case study. Based on the analysis of the current business operation of traditional travel agencies and the characteristics of local residents’ travel behavior, this paper puts forward the idea of ​​breaking through operational difficulties through the development and design of tourism products. I. The Current Situation of Business Operation of Travel Agencies in Jiangyin As a top 12 county in terms of county economic rankings in the country since 2003, Jiangyin boasts a highly developed economy which has provided great benefits to the development of tourism. In 2013, Jiangyin City realized a total GDP of 270.61 billion yuan and a permanent resident population of 166,000 yuan. The resident’s tourism spending power is relatively strong. In addition, Jiangyin owns 35 listed companies and many large, medium and small-sized companies are also Jiangyin Of the tour group provided ample source of tourists, the current travel agencies in Jiangyin has reached 38, of which out