Now fully revised and updated, the fourth edition of this bestselling text provides students with a vital understanding of the nature of tourism and contemporary tourist behaviour. It also shows them how this knowledge can be used to manage and market tourism effectively in a variety of sectors of tourism, including tour operations, hospitality, visitor attractions, transport, retail travel, cruising, and airlines.

This fourth edition has been updated to include:

• New material on the impact of Information Communication Technologies (ICT) developments in tourism, including social media, AR and VR, the links between climate change, sustainability and tourist behaviour, and the impact of crises and natural disasters on tourism and the cruise industry.
• Thirty brand new international case studies about topical issues such as Airbnb, travel blogs, overtourism, Covid-19, the flight-shaming movement, wellness tourism, hunting and tourism, terrorism, dark tourism, the solo traveller, volunteer tourism, second home ownership, music festivals, pilgrimage tourism, film- and TV-induced tourism, and tourism in Antarctica.
• New online resources, including PowerPoint slides and a case archive.

Each chapter features conclusions, discussion points, essay questions, and exercises to help tutors direct student-centred learning and allow students to check their understanding of what they have read. Consumer Behaviour in Tourism is an invaluable resource for students studying tourism.