Changes in both content and structure of consumers′ perceptions of an organised tour over its duration are investigated. Participants in 15 organised tours evaluated various attributes describing the tour at its beginning and at its conclusion. A comparison of the factor structure underlying their evaluations showed a major change in perceptual structure. At the early stages of the tour perceptions are not well formed and the tour is mostly perceived in terms of one set of attributes. Over time, consumers′ experiences in the tour resulted in their forming a clearer view and an emphasis on different sets of attributes. The implications of these findings for tour operators and management are also discussed.