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INTRODUCTION Tourism is one of the largest industries in UK, apart from generating employment both directly and indirectly to large number of people; it is also a source of foreign exchanges for UK government. The net worth of tourism is approximately £63.83 billion and it employs more than 1.5 million people about 7 percent of all employment in restaurants, travel agencies museums, and pubs etc.1 Apart from being one the largest, tourism has also become number one online segment. The number of travelers who use the internet for travel-related purposes have continued to increase daily. Latest data from Internet World Stats reveal that world's internet users have reached approximately 1.17 billions with UK ranks 7th in the world with approximately 37.6 millions internet users.2 Therefore, with the increase in the numbers of travelers that book online, tourism has continued to experience booming in sales. People now book rooms, buy tickets...

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