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The information is presented with an easy to browse navigation structure. It makes use of elegant pictures grouped into relevant categories such as plants, animals, marine life etc. The site offers an exciting experience by use of audio and video which is an advantage over it printed guide sold by the same company. The site has been said to cater to more budget conscious tourists though not at the same budget as can be found in Southeast Asia. Their audience as stated on the website is more of the Western European and American tourist. Below is an assessment on how effectively the website Lonely Planet achieves the above stated facts by systematically applying Locker and Kaczmarek’s PAIBOC principles which is an acronym standing for Purpose, Audience, Information, Benefit, Objections and Context. The purpose of this website is to provide information to tourists wishing to tour Australia especially backpackers from Western Europe and America. Its audience is budget conscious tourists from Western Europe and America. It is designed with content such as text, images and videos laid out in a manner to sell Australia as a tourist destination to its audience. The website color choices give the feeling of simplicity making navigation very easy.