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. This book is an invaluable resource for students studying tourism.

• Positioning: Only book available aimed at UG students offering them a thorough introduce to consumer behaviour principles and practice in tourism. Other dedicated CB Tourism books are higher level research books or generic CB or marketing textbooks.
• Theory and Practice - provides the reader with a theoretical framework to understand the nature of tourism and contemporary tourists behaviour in a political, social and economic context and applies this vital knowledge to show how to manage and market effectively at varying of levels. International Case studies are integrated throughout to show practical applications in real – life situations.
• Currency. This new edition, has been updated to reflect contemporary tourist behaviour and recent nature of tourism including: the impacts of IT on research and marketing communications, the impact of social media and virtual technology on culture and behaviour, the growth in the interest of sustainable tourism products and associated behaviour such as flight shaming, overtourism and the influence on traveller´s intentions