the understanding how an individuals is influenced during the travel planning process, by looking at the roles and activities of the destination management organisation, the perceived image of the destination and the effects of Word of mouth and electronic word of mouth recommendations. Initially the author will define tourism and why exactly people travel. Then following on from this the author will describe the process involved in deciding on holiday destination, how the process unfolds and the difficulties faced by individuals during the process, hence their need for the opinions and recommendations of others. After the analysis of this process the area of the destination itself and its image will be discussed by the author. The roles and activities of the Destination management organisation and the importance of destination image in regards to attracting potential tourists as well as exceeding visitor expectations leading to new and repeat visitors will be highlighted by incorporating various literature regarding this subjects. Subsequent to this, the author will then explore the various literature surrounding The concept of word of mouth communication and the impact of word of mouth recommendations on the decision making process of individuals. To achieve this the author will examine what exactly word of mouth communication is, how impactful it is and how trustworthy it is deemed by individuals in pursuit of finding their ideal holiday destination. Following this the concept of word of mouth will be>