Knowledge is power. Whoever controls the knowledge imparted to the visitor wields a tremendous amount of power over how the cultural tourism asset is ultimately used. The role of information in conceptualizing a place is well recognized (Dann 1996 as cited in Ryan 2000). It creates an impression of what an asset has to offer and, also important, provides insights into how experiences are to be consulned. Inforlnation, therefore, also signals types of behavior that are deemed to be appropriate or inappropriate on-site.