programs one-to-one. Online customized tourism is divided into B2B, B2C, C2C and other forms according to its different operation modes (see Table 1). Online customized tourism has become a new growth point of customized tourism, tailor measure tape , and its proportion in the whole customized tourism business is gradually increasing. According to the different service groups, it can be divided into high-end customized tourism and mass customized tourism. High-end customized tourism serves the needs of high-income groups with its unique tourism resources. The profit margin of a single order is relatively high, but the production capacity is relatively low; Because of the lack of superior resources, mass customized tourism generally integrates existing tourism resources, provides relevant customized tourism products or services for low-income groups, and achieves profits by increasing the number of orders (see Table 2). According to the degree of participation of tourists, customized tourism can be divided into three types: demand-side customization, balanced customization and supply-side customization (see Table 3). Demand-side customization is mainly dominated by the demand-side, that is, tourists. Tourists put forward product or service design requirements and deeply participate in them. The final product or service completely or mostly meets the individual needs of tourists. In this type, tourists have the highest degree of participation; Under the type of balanced customization, although tourists have personalized needs, their goals are not clear enough, and it is difficult for tourists to make decisions on the choice of products or services, which requires both suppliers and demanders, that is, customized tourism enterprises and tourists, to communicate many times, and on this basis, customized tourism enterprises give a variety of flexible customization schemes to guide tourists. In this type, tourists have a higher degree of participation; in the supplier type, tourism enterprises adjust and reconstruct the standardized products according to the tourists' unclear personalized requirements, and then submit them to the tourists for selection, while in this type, tourists have a lower degree of participation. To be continued Author: Sun Pengyi, Doctor of Management, Visiting Scholar, Tourism Research Center, Chinese Academy of Social Sciences. Editor-in-Chief: Song Rui Return to Sohu to see more Responsible Editor:. tape-measure.com