The SME travel agencies of Hainan are lower level and they focus only
on the aspects of daily business management but do not pay attention to the business philosophy of development. According to the statistics of the Chinese Tourism Bureau, the complaints of Hainan tourism market are 50% of the travel agencies of the total complaints. These complaints are mainly concentrated in the service level standards reduction or shopping disputes and tour guides countless duties. These phenomena are normal in the Hainan tourism market. Hainan tourism market is highly competitive and most small and medium-sized travel agencies can through a very low price attract customers and reduce costs to serve customers.