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.

In tourism research, "tourist behavior" refers to the complex decision-making process and physical actions individuals take before, during, and after a trip. It is a multi-dimensional field that studies why people choose certain destinations, how they interact with local cultures, and what influences their spending habits. Academically, this is often analyzed using the Stimulus-Organism-Response (S-O-R) model, where external triggers (like a viral TikTok of the Amalfi Coast) affect the internal state of the traveler (their desires and values), leading to a behavioral response (booking the flight). In 2026, a major focus of this study is "Sustainable Tourist Behavior," which examines how travelers can shift from being mere "consumers" of a destination to "conscious guests" who respect local traditions and minimize their environmental footprint. Understanding these patterns—from the "Instagrammability" of a location to the psychological need for escapism—allows the travel industry to better predict market trends, manage "overtourism" in fragile ecosystems, and design experiences that satisfy the evolving needs of the modern traveler.