Consumer Behaviour in Tourism  book cover
3rd Edition

Consumer Behaviour in Tourism

ISBN 9781138013391
Published June 3, 2016 by Routledge
464 Pages 45 Color Illustrations

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Book Description

Now fully revised and updated, the third edition of this bestselling text provides students with a vital understanding of the nature of tourism and contemporary tourists behaviour in political, social and economic context and how this knowledge can be used to manage and market effectively in a variety of tourism sectors including: tourism operations, tourist destinations, hospitality, visitor attractions, retail travel and transport.

This third edition has been updated to include:

  • New material on the impacts of IT on research and marketing communications, the rise and influence of social media and virtual technology, the growth in the interest of sustainable tourism products including slow food, the experience economy and new consumer experiences including fulfilment.   
  • New international case studies throughout including growth regions such as the Middle East, Russia, Europe, China, India and Brazil.
  • New companion website including Power point slides and a case archive.

Each chapter features conclusions, discussion points and essay questions, and exercises, at the end, to help tutors direct student-centred learning and to allow the reader to check their understanding of what they have read. This book is an invaluable resource for students following tourism courses.

Table of Contents

Part 1: Context 1. Introduction 2. The History of tourist behaviour 3. Main concepts in consumer behaviour, including models of consumer behaviour adapted for tourism Part 2: The Purchase-Decision Process 4. Motivators 5. Determinants 6. Models of the purchase decision-making process Part 3: Typologies of Tourist Behaviour 7. Typologies of tourist behaviour and segmentation of the tourism market Part 4: Tourism Demand and Markets 8. The global pattern of tourism demand Case study Taiwan: the emergence of a new major outbound tourism market 9. National differences: domestic, outbound and inbound 10. The nature of demand in different segments 11. Consumer experience in tourism marketing Part 5: Consumer Behaviour and Marketing 12. Researching tourist behaviour: marketing research 13. The marketing mix and tourist behaviour Part 6 Topical Issues in Consumer Behaviour 14. The ‘ethical tourist’: myth or reality? 15. Quality and tourist satisfaction 16. The emergence of new markets and changes in tourist demand 17. The rise in the use of the internet and social media in tourism Part 7 Conclusions and Future 18. Conclusions 19. The future of tourist behaviour

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Susan Horner is Associate Professor in Hospitality Management at the School of Tourism and Hospitality, Plymouth University.

John Swarbrooke is Visiting Professor, Plymouth University and Director, J and S Consultancy Limited.


“The authors have done it again! The book covers timely and topical issues and generates new insights on consumer behaviour in tourism. The content comes alive through discussion points, exercises and interesting case studies. The book is a must read for students, researchers and tourism marketing professionals.” - Brent W. Ritchie, Professor of Tourism, University of Queensland Business School, Australia

“The third edition of Swarbrooke and Horner’s Consumer Behaviour in Tourism is a much-welcomed update to this cornerstone textbook, which remains the leading textbook for understanding consumer behaviour in tourism in the contemporary world. While retaining much of its core text on the main principles, issues and techniques of consumer behaviour from its previous editions, this update includes valuable new sections on important topics affecting tourism consumption behaviour, including social media, emerging markets, ethical concerns and terrorism.” - Scott Allen Cohen, Reader in Tourism Management, Deputy Director of Research, School of Hospitality and Tourism Management, University of Surrey, UK 

"With a great diversity of topics, this is a comphensive textbook for those looking to update their knowledge on consumer behaviour in tourism. Combining   theory and practice, it starts with the history of consumer behavior, touches upon hot topics and then moves forward  to discuss possible future changes. The chapters are well-designed to establish the link between consumer behaviour and the associated subjects such as marketing, quality, tourism demand, amongst others. Each chapter is also nicely enriched with a brief overview of up-to-date case studies worldwide." - Professor Metin Kozak, Dokuz Eylul University, Turkey