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Going on a trip or a holiday invariably requires some extent of information search by the tourist, and for the experience to be gratifying, it is essential that tourism businesses and destinations make sure that the right kind of information is available at the right place at the right time. Achieving this precision in communication is getting increasingly complicated as a result of an exponential growth in the amount of tourist information available. A prerequisite for marketing success in today's information society is a thorough understanding of how consumers choose between the various sources and channels of information available to them. This book explores how these choices are made by tourists. In particular, it looks at the role of the Internet as a tourist information channel. The book is suited for anyone interested in the marketing of tourism services or in marketing communication in general.