Online Travel Reservation (OTR) is such an approach that via internet or telephone consumers can book airline tickets, reserve hotel rooms, and purchase traveling package products and services from Online Travel Service Suppliers (OTSS). Payment can be done via online method or across counter (i.e. off-line method). Considering the actual conditions of OTR in China, such approach that consumers firstly find out travel service or products through searching the OTSS¡¯s website and further make successful reservation via the Call Center system is also regarded as a kind of OTR.