First of all, protecting the legitimate rights and interests of tourists is the urgent desire and requirement of tourists, and it is also the source and driving force to promote the development of tourism. On the one hand, as far as tourists are concerned, the purpose of tourists enjoying the travel services provided by travel agencies is to meet their spiritual needs. If the legitimate rights and interests of tourists are damaged in the process of enjoying tourism services, then the purpose of tourists meeting their personal spiritual needs cannot be realized. Therefore, protecting their legitimate rights and interests from infringement has certainly become an urgent desire and requirement of tourists. On the other hand, from the perspective of tourism, it is an eternal theme to provide efficient and high-quality tourism services for its own consumers and protect the legitimate rights and interests of tourists in the process of providing tourism services. To achieve this goal, it requires the tourism industry to deny itself, improve itself and develop itself in both management and operation. In this sense, the wishes and demands of tourists stimulate and promote the development of tourism.

Secondly, protecting the legitimate rights and interests of tourists is an important legal obligation of travel agencies.

Tourists and travel agencies conclude travel contracts on the basis of voluntariness, equality, equal compensation and consensus. Travel agencies have the right to collect service fees, but of course they have the obligation to protect the legitimate rights and interests of tourists and provide them with various tourism services as stipulated in the contract. Failure, incomplete performance and improper performance of travel contracts by travel agencies will damage the legitimate rights and interests of tourists, and then violate contractual obligations and legal responsibilities.

Finally, effectively protecting the legitimate rights and interests of tourists can bring a steady stream of financial resources to travel agencies.

Tourists are the lifeline of travel agencies. Only by proceeding from the interests and requirements of tourism consumers and doing everything possible to meet their wishes and requirements can travel agencies win the trust and patronage of tourism consumers, thus ensuring economic benefits. On the other hand, if travel agencies try to earn ill-gotten gains through fraud, unfair trade and other means. Although you can get some economic benefits in a short time, you may lose your business reputation and customers forever, thus ruining your business career. This is why some managers or managers of travel agencies prefer to pay high compensation according to the contract in order to win an important customer, rather than deny the fault. Admittedly, this approach has its limitations. Because travel agencies and tourists are equal parties in the contractual relationship. Protecting the legitimate rights and interests of tourists does not mean sacrificing the legitimate rights and interests of travel agencies.