Saurabh Kumar

Understanding consumer behaviour is crucial in the marketing of hospitality and tourism products, allowing organizations to understand the needs, motivations and behavioural attitudes of their present and potential customers. With the growth of new technologies, there is also a need to examine the issues surrounding the new realm of online consumer behaviour. With better understanding of consumers comes better business.

This handbook provides an updated, comprehensive guide to the conceptual, theoretical and applied advancements in relation to the behaviour of hospitality and tourism consumers. Drawing on a range of contributors from across the world in diverse subject areas, this text will both consolidate the existing information from the field and update the existing body of knowledge. This will be done through examinations of themes such as service quality management, customer satisfaction behaviour, loyalty building and issues pertaining to the online consumer base, before elaborating the ground-breaking approaches towards consumer behaviour emerging globally.

This is essential reading for student, researchers and academics of Tourism and Hospitality, as well as those of Events Management, Marketing, Business, Psychology and Leisure Studies.