The need to study the destination-choice process has become more important in recent years as a result of the rapid growth of both travel demand and the tourist industry. In the wake of this growth, the struggle of the industry to attract more potential tourists has also grown. At the same time, tourists have become more experienced and, hence, more sophisticated in terms of their destination-choice behavior and their expectations of the “tourist product.” There is no doubt, therefore, that solving the destination-choice puzzle and establishing a sound theoretical framework for this process are no longer matters of purely academic interest; they can be applied to the highly vulnerable tourist industry, which is urging a better understanding of this process. This situation raises a fundamental question as to the course of action that should be taken in order to attain a better understanding of the mechanism behind the destination-choice process.