Tourism is an extraordinarily competitive industry. Therefore, one of the most important tasks in marketing tourist destinations is the continuous recruitment of new customers. Although referrals are considered particularly effective, they are rarely successfully integrated into marketing because there are no guidelines on how referrals can be specifically initiated. Chris Horbel analyzes the determinants of making referrals and presents factors influencing the impact of referrals on purchasing decisions. Through an empirical study, she identifies different customer segments that have varying preferences regarding the characteristics of influential referrers. Additionally, the author outlines the conditions that must be met for referrals to be communicated.