This study investigated why tourists choose to travel to a specific destination, in this case Sälen, instead of traveling to similar destinations and similar alternatives such as Åre, Trysil and Kläppen. The goal of the study is to provide material that gives a greater knowledge of consumer behavior as it relates to the decision-making process while selecting a ski resort. In the study, interviews are applied with people who have worked within the organization Skistar, residents of Sälen and with tourists who have chosen to travel to Sälen and also visited the alternative destinations. Observations have also been performed on the destinations. The theories are inspired by marketing, Word of Mouth, and the decision-making process. The focus is on the consumer's decision-making process and which factors determine the choice of destination. The question has been answered through qualitative research in the form of interviews and observations.  The results were answered using qualitative research methods such as interviews and observations. According to the study's findings, there are several reasons why visitors choose to visit Sälen above any of the other evaluated places. With the help of theories, the writers have analyzed and were able to draw a conclusion that rumors, recommendations, the geographical location and the marketing of the destinations are some aspects that influence the choice to travel to a destination. Through interviews with different types of visitors, residents and workers, the writers have been able to establish a broader perspective on why tourists choose to travel to a specific destination, in this case Sälen. Through observations, the environment has been analyzed giving a real picture with opportunities and challenges and reinforced based on what was given in the interviews.