There are numerous motivations for travel. Some of these reasons, such as a desire for escape, will result in travelers wanting an experience that removes them from stress. Before tourism marketers can create a promotional message that will effectively motivate potential tourists to visit they need to understand how consumers make purchase decisions, including the decision to travel. The consumer will expect to be able to make the purchase quickly on the same website where the tourism service provider provides promotional material. One of the reasons for travel has always been to experience a culture different from that of the traveler. Creative tourism develops this idea one step further. Instead of only observing the culture, the traveler gets to participate in some way. This chapter explains about what visitor segments should be targeted so that the message reaches a sufficient number of potential visitors. Social media can result in consumers forming their own segments.