| Based the macroscopic background of entering WTO and developing western areas, the local travel service are fallen into dilemma inevitably when the powerful travel services with abundant funds, rich human resources, management experience and operation modal are poring in from domestic or abroad. How to handle the challenge with the environment changing, how to solve present contradictory, how to incline to benefit and avoid harm, besides, make best use of advantages and bypass the disadvantages, all of these are the key questions must be solved in future 3 to 5 years.With the typical ones of Sichuan science & education travel service, the paper try to give a detail analysis from three faces as follows:The first is from macroscopic level, the travel service could adapt in tactics appropriately by analysis of macroscopic factor, which contains political, economic, technology and social culture.The second is from middle level, the paper is described how the travel service influence on each other by evaluating five competition forces in tourism. Also, the ways of orientation and strategy selecting are applied by using SWOT.The last is from microscopic, the strategy of management and operation is put forward based analysis of outer environment. Faced the present market position, the travel service ought to introduce and apply from matured achievement, such as JIT, MRP, the design and development of travel service product (difference & personality), rules for testing quality, enterprise brand strategy, travel service information management and electronic business, travel service marketing, travel service human resource and so on, from other industry based itself upon local superiority and its character.The paper wish to explore the theory of travel service management & administration by deep theory analysis and case research. Thus, the achievement could have consult significant to a certain for the Chinese travel service faced the challenge of WTO.
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