Abstract
In this paper, a market segmentation on the basis of information collection is presented. The study (based on data from the 'Swiss Travel Market" project) illustrates the important role of information in tourism. A successful strategy consists in providing convenience and in building up a relationship of trust between the tourist company and the tourist. Thus convenience is determined by quality of admission, availability of information and a customer-tailored presentation of information contents. A reliable source of information is not only provided by private relations (friends and relatives) but more and more by employees of travel agencies, tourist information and companies. One key goal of each information strategy lies in an optimal matching between human-oriented and technical-oriented sources of information.