To understand the individual, cultural, psychological, and social factors that influence tourists' travel decisions, preferences, and purchasing processes. The course aims to help tourism businesses develop effective marketing strategies by gaining a better understanding of their target audience.

This course analyzes the factors influencing tourists' decision-making processes. The content includes key concepts of consumer behavior, needs and motivations, perception, learning, attitudes, cultural and social influences, travel motivations, tourist typologies, the purchasing process, and consumer satisfaction in tourism. It also examines the relationship between consumer behavior and tourism marketing.