The fun of going on a holiday already starts when browsing the web, looking for great deals. It usually costs quite a bit of time because of the unfamiliarity with the destination. Suppliers understand that. They anticipate on this by providing information about attractive destinations, convenient transportation and affordable accommodations. These are the ingredients to generate and increase the desire (to book a holiday). But how do they entice consumers online? How do they remove the uncertainties? And what role can ‘Cialdini’s weapons of influence’ play?

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