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The negotiation partners and contents between tourism service companies are changed relatively small and are easy to transform into rules and cases. Owing to these features, a new automated negotiation model integrating RBR and CBR technologies is proposed in this paper to improve the negotiation efficiency and success rate. For negotiations which have contract rules stored in rule base, the model will facilitate the automated negotiation process by employing the negotiation rules. The model will generate automated negotiation strategy from the negotiation case base when there are no contract rules existing. The system architecture, automated negotiation strategy and process, knowledge base for negotiation reasoning and core agents are elaborated in this paper.