Variance, simple process and interpretive (with its implicit complex process ethos) research conceptualises tourists’ decision-making as an orderly process of discrete state transformations, with well-defined in- puts and outputs. This conceptualization is founded in the various con- sumer behaviour models outlined previously and the first five paradigms of decision-making theory. Cognitive variants of such mod- els rely explicitly on the technical definition of ‘information’ in infor- mation theory: a category of input necessary to change one (cognitive) state into another (cognitive) state.