The above figure explains that understanding
consumer behavior is a critical means for succeeding in
developing, promoting and selling tourism products.
This paper therefore presents how knowledge of
consumer behavior plays an important role in tourism
planning and marketing activities. Additionally, as
globalization has a significant role in shaping tourist
consumer behavior (Jelincic, 1999), discussions will
focus on its impacts to the tourism industry. Before
presenting the analysis, definitions and concepts of
tourist consumer behavior and globalization will be
presented.