This study investigated the travel agency for peacetime crisis cognitive and response when an emergent crisis occurs, the results showed: 1. Retail travel agents of small business mainly, set up 10 years in the mainland as the main business lines majority. 2. Very few travel agents because of the different nature of the crisis and cognitive differences. 3. Travel agencies belong to different strain-behavior will lead to the differences. 4. Cognitive crisis and emergency response between some significant differences related. 5. Faced with the crisis, we must seek external assistance. 6. That the majority of SARS affected trading was more serious. 7. The terrorist attacks will be the majority affect for travel agency business in the coming year. The focus on the three major public chair an of the Associations to do interviews with experts, and with the questionnaire survey done over the cross-cutting analysis, to be more convincing.