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Many global tourist destinations have experienced growth in arrivals. This has triggered various conflicts in destinations and sparked debates as to how to deal with what is increasingly referred to as 'overtourism'. Most Destination Marketing Organisations (DMOs) pursue strategies to stimulate arrivals even further. Pro-growth discourses are reinforced by lead bodies such as the World Tourism Organisation (UNWTO). However, maximisation strategies based on higher numbers of tourists increasingly cause conflicts with local residents, whereas simultaneously undermining climate change mitigation pledges as negotiated in the Paris Agreement. New approaches to destination management based on optimisation are therefore warranted. Drawing on a survey of international tourists (n ¼ 5,249) in southwestern Norway, this article discusses whether 'activities', i.e. the development of local, small-scale and ideally more sustainable experiences, can contribute to economic growth without necessarily increasing numbers of arrivals. Results confirm that destinations should seek to better understand their markets, including length of stay, spending, and/or activity intention, to identify profitable markets. Ultimately, such knowledge may help addressing overtourism conflicts while building tourism systems that are more economically, socially, and environmentally resilient.

While utilisation of electronic social media is increasingly relevant as tourism practices, there is still a deficiency of empirical research on tourists' creation and use of various types of online content. This study maps and explores Scandinavian tourists' perceptions of Web 1.0 and Web 2.0 information sources and scrutinises influence of electronic social media on holidaymakers' information sharing, based on a summer season survey in the mature and well-known destination of Mallorca, Spain. Empirical evidence is presented on perceived trustworthiness of social media platforms and other Internet-based information. The study also examines tourists' involvement in developing and sharing of virtual content. It critically analyses technological mediation through electronic wordof-mouth and involvement factors related to virtual dissemination of travel narratives. Moreover, the paper discusses information intensity, hedonic aspects and utilitarian values of tourist information in relation to interaction aspects of social media, in a context of holiday choices and online booking.

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