Abstract
The current shift away from package tourism towards a more personalized and often more specialized form of travel is prompting a constant increase in independent tourism. This change may impact significantly on the structure of the travel industry and may influence a range of tourism processes including distribution channels, booking systems, business and destination suppliers. The changing structure will also influence holiday planning behavior, introducing a greater need for information on tourist destinations. Tourists need information to be aware of product options and to make appropriate decisions on tourism and hospitality products. The type and amount of information needed appear to be a consequence of the type of vacation undertaken, the knowledge on the destination, the travel experience gained in the past, and the cultural background. A qualitative survey among Japanese, Korean and Chinese travelers has investigated the need of information across Asian cultures. The study has focused on the need of information in travel guidebooks and examines the cultural differences in the pieces of information sought.