Tourism is widely regarded as information-intensive and the world''s largest industry that contributes significantly to the economies of many countries. The book provide useful insights into the Southeast Asia tourism market particularly online travellers, thereby helping travel marketers in planning and executing marketing strategies such as information management, packaging travel related products and promotional activities. It has contributed to information technology and tourism by incorporating the findings of previous TAM and the TRA model. The book has empirically validated the model against “real” travel web site users. It has become extremely important for travel businesses to understand online travellers since the number of online travellers is growing rapidly. Travel marketers should take full advantage of travel web sites to implement marketing programmes successfully and to gain some distinct advantage in the travel market locally and globally.