The tourist industry is becoming more important and providing huge contribution to Taiwan economic growth. Tourist jewelry retailing management will use the strategies of goal orientation to increase sales. The purpose of this study is to explore the causal relationship among the goal orientation of tourist jewelry retailing. Three dimensions and 13 critical factors are considered through literature review and the data are collected via expert-interview survey released to 19 senior sales representatives. Then the DEMATEL method is applied to create a system structural modeling of goal orientation for jewelry retailing salespersons. The results show that avoidance goal orientation will influence other dimensions. So management must consider how to use avoidance goal orientation that draws up the strategies of marketing.