Consumer Behaviour in Tourism

2nd Edition

Authors: John Swarbrooke Susan Horner
Paperback ISBN: 9780750667357
Imprint: Butterworth-Heinemann
Published Date: 27th October 2006
Page Count: 440


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Consumer Behaviour in Tourism takes a broad view of tourism and looks at consumer behaviour in a number of sectors including:

  • tour operation
  • tourist destinations
  • hospitality
  • visitor attractions
  • retail travel
  • transport

Now fully revised and updated, the second edition of this bestselling text looks provides an international perspective on consumer behaviour in tourism through the use of numerous examples and case studies drawn from a range of different regions of the world; an exploration of national differences in consumer culture; the dissemination of research findings and concepts from a number of different regions of the world. This second edition includes new chapters on ecotourists, destination image and choice, terrorism and the tourism market, the internet and tourist behaviour and the rise of the no frills markets. It also includes new material on health concerns and government travel advice, events and festivals, business travel, national and cultural differences and more.

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.

Cases include: Las Vegas, Nevada, USA; Currency exchange rates as a determinant of tourist behaviour; The adventure tourism market in the USA and New Zealand; The Chinese tourism market; The Islamic tourism market; The impact of terrorism on tourist behaviour; The health tourism market including cosmetic surgery tourism; The UK outbound market; The international conference market; Travellers experience websites; The international theme park market; The festivals and events market around the world 'Dark' tourism

Key Features

  • Fully revised with new case studies including the Chinese and Islamic tourism markets, the impact of terrorism on tourist behaviour, the international conference market and adventure tourism marketing in the USA and New Zealand
  • Theories revised and expanded to include national and cultural differences, destination choice and how purchase decisions are made, the effect of the internet, terrorism, health concerns, government travel advice and much more
  • An interactive text with exercises and discussion points


Undergraduate level 1 to 2 for students of tourism management and associated degree programmes. Usually taught as part of marketing modules (core).

Table of Contents

Context: Introduction; Main concepts in consumer behaviour; History of tourist behaviour; Conclusion; The Purchase-Decision Process: Models; Determinants; Models of purchase decision processes; Typologies of Tourist Behaviour: Classifications and typologies of tourist behaviour; Tourism Demand and Markets: The pattern of world demand; National differences - domestic, outbound, inbound; The nature and demand in different segments; Markets for different sectors; Consumer Behaviour and Marketing: Researching tourist behaviour; Marketing mix and tourist behaviour; Topical Issues in Tourist Behaviour: Eco tourist/green consumer : myth or reality?; Rise of the global/euro tourist? - post modernism; Emerging demand/markets/segments; Quality & tourist satisfaction; Conclusions and Future: New models of tourist behaviour; Tourist behaviour and general consumer behaviour - a comparison; Future of tourist behaviour including an agenda for research; Case Studies: PGL; Thomas Cook's Club 18-30; The segmentation of the outbound Japanese market; Segmenting the leisure shopping market; The savoy hotel, london; First choice holiday's all inclusive package; the cruise market - Carnival cruise lines; Wensleydale creamery, hawes, north Yorkshire; Societe roquefort; Industrial tourism in france; British airways - environmental policy; TUI germany - environmental policy; Ragdale hall - health hydro; The international spa market; Adventure tourism in new zealand; Gay and lesbian tourism in Australia; easyjet; Las vegas, nevada, usa; Taiwan, the emergence of a new major outbound tourism market; The inbound market to the republic of cyprus; Susi madron's cycling for softies;Glossary of Terms; Bibliography; Index


No. of pages:
© Butterworth-Heinemann 2007
Paperback ISBN:

About the Author

John Swarbrooke

Head of Tourism and Hospitality, Sheffield Hallam University and Professeur Visitant at IMHI Paris. John is the author of seven books on tourism and has been a keynote speaker at major international conferences in many countries including the UK, Russia, Greece, Indonesia, Portugal, Turkey, Sri Lanka and Brazil. He is also Chair of ATLAS,the association of universities involved in Tourism Education and research.

Affiliations and Expertise

Principal Lecturer in Tourism Management, Centre for Tourism, Sheffield Hallam University, UK

Susan Horner

Principal Lecturer in Tourism and Hospitality, Sheffield Hallam University. Susan is a specialist in applied consumer behaviour and marketing. She is the author of a wide range of books, articles, papers and distance learning materials with a particular focus on the tourism and hospitality sectors. Susan has also developed a particular interest and expertise in the writing and use of case studies for innovative teaching and learning experiences.

Affiliations and Expertise

Principal Lecturer in Marketing, Sheffield Hallam University, UK