The study adopted the concepts of competitive dynamics theory and product architecture to explore how a travel agency responds to the competition to acquire competitive advantages. Qualitative research method was used in the study and twelve travel agency executives were interviewed to collect primary information. Secondary data was also referenced to strengthen the validity and reliability of the research content. The major findings of the study are: (a) the competitive behaviors are different among organizations in different scales; (b) the continued product innovation and creation with integral co-innovation type products are more important than the module symbiotic type products which only fall into price competition; (c) the integral co-innovation type products can meet most customers' needs and create values. These findings offer valuable information about how travel products should be developed to better respond to the increasing competition in the travel industry and provide a scope of application for the relevant issues for future research.