Operation and management innovation of small and medium-sized foreign trade enterprises in tourism-related supply chains: a case study of Hangzhou Hexun Industrial Co., Ltd.

With the rapid development of global tourism and the deep integration of the foreign trade industry and the tourism industry, small and medium-sized foreign trade enterprises (SMEs) engaged in the export of tourism-related products (such as hotel supplies, travel souvenirs, and outdoor sports equipment) are facing new development opportunities and challenges. However, most SMEs still adopt traditional operation and management models, which are difficult to adapt to the personalized and diversified demand characteristics of the tourism market. Taking Hangzhou Hexun Industrial Co., Ltd., an SME engaged in the export of tourism-related products, as a case study, this study adopts literature research, SWOT analysis, and case study methods to explore the specific problems of traditional operation and management models in tourism-related supply chains, such as disconnection from tourism market demand, single product structure, and weak supply chain coordination. Based on the WO strategy, an innovative operation and management model adapted to the tourism-related supply chain is constructed, covering tourism demand-oriented product development, supply chain coordination management, cross-border e-commerce channel expansion, quality management of tourism products, and professional talent training. The study further designs the implementation path and expected effect of the model, providing practical references for SMEs engaged in tourism-related foreign trade to enhance their adaptability to the tourism market and core competitiveness, and promoting the integrated development of the foreign trade industry and the tourism industry.