Other studies have examined persuasion in the context of tourism by utilizing metadata of the website. One such example is the study by Xiang & Fesenmaier who assessed the use of metadata (META) tags in destination marketing web. META tags are one type of keywords that destination institutions use to promote their destinations on the internet. In practices, diverse keywords are utilized by tourism destinations to illustrate and represent the destinations and portray positive images in order to persuade . Furthermore, Lado examined the persuasive effects of Web sites on the effectiveness of marketing a tourist destination. His findings point to the importance of language use and visual images in transforming message credibility to message strength. Hence, keywords are needed to valorise the destination and persuade the tourist