政府介入旅行社市场的行为失效成为一种客观必然现象。现代市场经济条件下 ,不能继续用强化政府干预的办法改善管理 ,而只能改变目前的行业管理模式 ,实现从管制模式向服务模式的转变 ,坚持“有限政府”原则 ,提高政府行为效率 ;放弃微观管制 ,充分发挥市场的主导作用 ;完善市场机制 ,促进旅行社行业的自我管理 ;通过对旅游全行业的宏观协调 ,实现对旅行社的有效管理 The failure of government intervention in the travel market becomes an objective and inevitable phenomenon. Under the conditions of a modern market economy, we can not continue to improve management by strengthening government intervention. We can only change the current industry management mode and achieve the transition from a regulatory mode to a service mode. We should adhere to the principle of “limited government” and improve the efficiency of government actions. Micro-control, give full play to the leading role of the market; improve the market mechanism to promote self-management of travel industry; through the macro-tourism industry-wide coordination to achieve the effective management of travel agencies