ABSTRACT
This chapter is a crucial foundation for the remaining ones, since it considers how people behave with respect to tourism. The COVID-19 pandemic shook and tested the confidence of consumers, as well as reversing a long-term growth trend in international tourist arrivals. The criticality of consumer behaviour to tourism marketing goes right back to the basic “marketing concept” of satisfying the needs and wants of customers. Tourism organisations must analyse customer needs in developing their marketing strategies and plans. In the highly fluid and dynamic world of tourism, marketers must find ways to track and interpret trends in consumer behaviour. Bleisure is the mixture of business and leisure travel, and it could also be called the multipurposing of tourism. Social media have changed the way marketing is conducted, especially in the relationships and interactions between consumers and marketers.
