This study employed a mixture of qualitative and quantitative methods. Qualitative interviews were conducted first of all, in order to collect information on Hong Kong residents’ needs when using travel guidebooks. The population for this consisted of Hong Kong residents who had travel by air for leisure purpose in the previous 12 months and were guidebook users. All interviews were conducted between November 2007 and February 2008 and there were 15 interviewees in total. The following exploratory research questions were formulated.