I rate this hierarchy with a conviction of 2/10; the relationship is often reversed or conditional, with tourist guides acting as a powerful reality filter. For most of my clients, the decision to travel is first a matter of budget (importance score 8/10) and feasibility, with fictional inspiration only reaching 4/10. A tourist guide, with a usefulness of 9/10, transforms a vague desire into a concrete plan, for example, revealing that Bora Bora, inspired by a film, would cost 15,000 $ a week, reducing inspiration to 0/10 for 95% of Canadian households.