... This axis covers the idea that ICTs offer a range of tools to facilitate and improve the entire process, starting from information search, through to destination/product consumption, and post-experience engagement, (Borges, 2009;Frías, Rodríguez, Alberto Castañeda, Sabiote, & Buhalis, 2012;Gursoy & McCleary, 2004;Luo, Feng, & Cai, 2004;Parra-Lopez, Bulchand-Gidumal, Gutierrez-Tano, & Diaz-Armas, 2011). Such tools comprise pricing devices (Clemons, Hann, & Hitt, 2002), recommender systems (Fesenmaier, Gretzel, Hwang, & Wang, 2003;Ricci & Werthner, 2006), profiling methods (Wang, Hsieh, Yeh, & Tsai, 2004;Tufte & Rasmussen, 2003;Matloka & Buhalis, 2010), mechanisms for dealing with complaints and electronic word-of-mouth (eWOM) (Gelb & Sundaram, 2002;Shea, Enghagen, & Khullar, 2004), customercentric marketing (CCM) systems (Niininen, Buhalis, & March, 2007), social media and VTCs (Br as, Costa, & Buhalis, 2010;Stepchenkova et al., 2007;Vogt & Fesenmaier, 1998;Wang et al., 2002;Xiang & Gretzel, 2010). ...