This book provides a comprehensive and contemporary exploration of consumer behaviour in tourism, offering interdisciplinary perspectives that connect theory, research, and real-world industry practices to support strategic decision-making and development of consumer-centric tourism.

Integrating foundational theories of consumer behaviour alongside the psychological, cultural, and social influences that shape tourist decision-making and experiences, the book addresses the impact of digital technologies, social media, artificial intelligence, and data-driven marketing on tourism consumption patterns. The chapters include empirical-studies and international case-studies that illustrate evolving market trends and consumer expectations across different tourism contexts. Bringing together perspectives from tourism, marketing, psychology, business-management, and geography, each chapter provides both conceptual understanding and practical insights into tourism consumers and their behaviour.

Offering readers critical analytical tools, contemporary theoretical insights, and practical guidance, this volume is particularly valuable for academics, researchers, postgraduate students, and industry practitioners in tourism, marketing, business, psychology, and related disciplines.

Raouf Ahmad Rather is affiliated with Center for Finance and Digital Economy, King Fahd University of Petroleum and Minerals, Saudi Arabia.

Huda Khan is Senior Lecturer in Marketing and Associate Director of the Africa Asia Centre for Sustainability at the Business School University of Aberdeen, United Kingdom. She is Visiting Researcher at the Innolab, University of Vaasa, Finland.