The Mass Customization of Tourism Products Based on WEB2.0: A Collaboration Model by Both Enterprises and Tourists

In the tourism market, tourism enterprises provide the homogeneous products based on mass customization, which creates serious inequalities between supply and demand, which in turn leads directly to fall of related tourism enterprises' competitiveness. This paper studies the structural changes in tourist market under the current WEB2.0, it puts forward to construct a Mass Customization model of tourism products center through the "prosumer community" which is participated by the tourism enterprises and tourists jointly.