Information technology is used to attract tourists, manage tourists, and provide information andinterpretation. In addition, information technology empower tourists by enabling them to control theprocess of co-creating and shaping parts of, or their entire experience, and to stage memorable experiencesin natural attractions. This research presents findings from five studies: one national survey about mountaintourism, and three case studies carried out in protected areas as well as a netnographic study of social mediasites for actors in the Swedish mountain area. The main purpose of the presentation is to highlight the use ofInternet and social media in relation to experiences in the Swedish mountain area as well as the image ofmountain experiences. Additionally, characteristics of mountain experiences and the changes of these areexplored. The overall results suggest that although the Internet is important to tourists in the pre-visit phaseit is less important in the on-site phase, specifically in terms of using and sharing information in social media(Wall-Reinius et al., 2015; Fredman et al., 2014; Fredman et al., 2016). Furthermore, changes in themountain experiences can be seen in terms of activities, preferences, and factors related to visits in themountain area. We conclude by discussing reasons behind the low interest in the use of Internet and socialmedia while visiting the mountain areas as well as what knowledge about the image of mountainexperiences can be gained from the studies.