The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism

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<P>Consumer behaviour is one of the most explored topics in tourism and hospitality marketing, interchangeably denoted by the terms ¿traveller behaviour¿, ¿tourist behaviour¿ or ¿guest behaviour¿. Consumer behaviour acts as an origin for every tourism and hospitality marketing activity. It offers an understanding of why people tend to choose certain products or services and what sort of factors influence them in making their decision. The decision process of buying tourism products or services takes time, because they are mostly intangible in nature due to which there are many risks involved in their buying process. </P><P></P><I><P>The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism </I>aims to explore and critically examine current debates, critical reflections of contemporary ideas, controversies and pertinent queries relating to the rapidly expanding discipline of consumer behaviour in hospitality and tourism. The <I>Handbook</I> offers a platform for dialogue a