Electronic commerce model has already adopted by the travel agencies of Taiwan. There are multiple distribution channels in the Internet while new technology customers have already inclined to buy straight from the supplier's Web site. In this study, Travel agents should know their resource and competitive advantages; including travel product advantage dimension, travel brand advantage dimensions, travel service advantage dimensions and tour price advantage dimensions. Adopting an optimal E-commerce strategy in order to acquire effective performance; including travel sale performance dimensions, travel reputation performance dimensions and travel financial performance dimensions. Furthermore, considering the market uncertainty and transaction cost; travel agents may construct an optimal E-Commerce business strategies for consumers; related business industry and themselves.