Rationality of the tourism services consumer behavior in the context of information management The development of information society and, what follows, the accessibility of information available to the market factors invites a discussion about the influence of information management on the rationality of consumer behavior. Information management is defined here as the process of collecting, conserving, and processing information, while the effects of this management can be seen in decisions, defined as the choice of action made from the pool of accessible alternatives. Based on the theoretical framework that had been presented beforehand, in what follows this problem is discussed in the context of the situation of tourist consumer behaviour. The characteristics of this market seem to provide many arguments that justify the following question: To what extend including information management in the discussion expands the context in which we need to talk about the rationality of the tourism services consumer behavior? At the same time, asking this question provides an opportunity to emphasize the role of market institutions in the rationalization consumer's decisions. It has also been intended here to stress the importance of institutionalized forms of marketing activities on the tourism market as well as information systems that assist consumers in the process of making decisions in the context of this market. As it seems, an attempt to answer these questions may enrich the pool of questions that are being asked by researchers investigating socio-economic aspects of meeting the needs of tourism markets.