The purpose of this study has been to examine online travel magazines as an information source and as a virtual service scape. The traditional travel magazines are facing a change due to the technological development and the web has become an important platform for both customers and companies. The virtual service scape opens new opportunities for interaction and we found a great interest in examining which possibilities and limitations travel magazines are facing. This study is based on a qualitative approach because we wanted to gain a deeper understanding and a complete picture of our chosen subject. We have completed six interviews; three of them were consultants, one publishing director, one editor and a research student. The good variety of respondents contributes to a broader perspective and useful knowledge.In chapter five we present our conclusions on the basis of our empirical analysis. We have found in our paper that travel magazines are much more available than traditional magazines because of the possibilities the web provides. Some of the main conclusions are that online travel magazine as virtual service scapes enables interaction and involvement between customers, and the company, which creates new opportunities but also constraints. Since this is a qualitative study it is difficult to create a comprehensive picture of the final conclusions, thus we refer to Chapter 4 Empirical and theoretical Analysis and Chapter 5 Conclusion, to get a deeper understanding of our study.