This Handbook evaluates cutting-edge research on consumer behavior in the modern day, discussing key areas such as emerging tourism experiences and technology-enabled services.

Presenting a comprehensive exploration of how global challenges are reshaping consumer behaviors in tourism, the Handbook investigates the effects of the COVID-19 pandemic alongside key issues such as climate change, aging populations and worldwide geopolitical tensions. Featuring interdisciplinary theoretical and empirical research, chapters examine post-pandemic travel and sustainability in tourism, highlighting a shift in the use of social media and in responsible travel behavior. Looking to the future, the Handbook also investigates wellness and health tourism post-pandemic alongside the concept of virtual reality tourism.

The Handbook of Tourism and Consumer Behavior provides insightful research findings that academics in tourism and hospitality will find invaluable when applying consumer behavior to worldwide tourism. Researchers seeking comprehensive material on tourism, marketing, psychology and public health will find the included case studies informative and practical.

About the Author

Edited by Danni Zheng, Associate Professor of Tourism, Department of Tourism, Fudan University, China, Metin Kozak, Professor of Marketing, School of Communication, Kadir Has University, Turkey and Jun Wen, Associate Professor of Tourism, Faculty of Hospitality and Tourism Management, Macau University of Science and Technology, Macau SAR, China

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