Tourist behaviour is the context of consumer behaviour in the purchase, uptake and abandonment of tourist services. Services are considered to be intangible, which makes them more difficult to market.

Tourist behaviors encompass the entire decision-making process and physical actions taken by individuals before, during, and after their travel. This field of study, often analyzed through Plog's Model, categorizes travelers into groups like "Allocentrics" (adventure-seekers who prefer exotic, non-commercialized areas) and "Psychocentrics" (who prefer familiar, low-risk, and structured environments). Key behaviors include the "pre-trip" phase of information searching and booking, the "on-site" phase involving cultural interaction, spending patterns, and activity choices, and the "post-trip" phase of reflection and sharing. In 2026, there is a significant focus on sustainable tourist behavior, where travelers consciously choose to minimize their environmental footprint and maximize their positive impact on local economies. Understanding these behaviors is vital for destination management, as it allows for the prediction of market trends and the customization of hospitality services to meet specific psychological and social needs.