"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; and, transport. The authors provide 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. 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. The cases include: PGL; the segmentation of the outbound Japanese market; the Savoy Group of Hotels; Cathay Pacific Customer Questionnaire; First Choice Holidays; Carnival Cruise Lines; Wensleydale Creamery (UK); Societe Roquefort (France); British Airways Environmental Policy; TUI Germany Environmental Policy; Easyjet; Destination Marketing in Las Vegas, USA; and, Taiwan and the emergence of a new major outbound tourism market. The first european textbook on the subject, it includes international examples and case studies, and interactive text with exercises and discussion points.