Economic and social transformations following the end of World War II democratized tourism in Western countries, making domestic and international holidays more accessible to all levels of society and not just an activity for the wealthy elite. During the 1980s and 1990s, this trend was replicated in other non-Western countries (Weaver and Lawton 2006). As a result of these social and environmental changes, the size of the consumer market seeking tourism experiences has increased. However, at the same time, consumers are becom- ing savvier and their preferences more diverse, as they seek more individualized experiences than in the past. From the 1950s onwards, diversity or heterogeneity among consumers became the rule rather than the exception (Smith 1956) and, as a result, tourist product offerings have become more varied and commoditized (White 2005).