Introduction

Introduction The subject of consumer behaviour is key to the underpinning of all marketing activity which is carried out to develop, promote and sell tourism products. Clearly, if we are to optimize the effectiveness and efficiency of marketing activities, we must try to understand how consumers make their decisions to purchase or use tourism products. If we understand their behaviour patterns, then we will know when we need to intervene in the process to obtain the results that we want. We will know who to target at a particular time with a particular tourism product. More importantly, we will know how to persuade them to choose certain products which we will have designed more effectively to meet their particular needs and wants. An understanding of consumer behaviour is therefore crucial to make marketing activity more successful.