“旅游消费者行为”是教育部高校旅游管理类专业教学指导委员会指定的四门核心主干课程之一。作为该课程的配套教材，本书旨在融合经济学、心理学和社会学等多学科理论，对影响旅游消费者决策行为的内部因素和外部环境进行了分析。同时，为了贴合实践，本书还结合旅游消费者购买活动的全过程，对购买前的沟通、购买的决策过程和购买后的反馈环节等进行了分析。本书的设计坚持以学生为本，并采用数字化的方式，在教材体例、课程资源、课后习题等各方面均为学生的学习提供最大的支持。本书不仅有助于旅游管理类专业的学生掌握旅游者在消费过程中的心理及行为产生、发展的规律，也能帮助旅游业从业者提高经营活动的科学性和服务水平。

史达，男，经济学博士，教授，博士生导师。东北财经大学萨里国际学院院长。英国曼彻斯特大学访问学者，加拿大西安大略大学访问学者。霍英东教育基金会高等院校青年教师奖获得者。先后担任国家自然科学基金项目主持人、国家社会科学基金项目主持人，中国旅游协会旅游教育分会副会长，教育部高校旅游管理类专业教学指导委员会委员。辽宁省旅游管理类专业教学指导委员会主任。《旅游科学》编委会成员，《旅游研究》编委会成员。在International Journal of Contemporary Hospitality Management，Journal of Hospitality and Tourism Research，Cornell Hospitality Quarterly，Journal of Destination Marketing and Management，《南开管理评论》《财贸经济》《政治学研究》《旅游学刊》等SSCI和CSSCI期刊发表论文30余篇，主持编写《辽宁省文化和旅游建设标准体系建设指南》等多项省（市）级地方标准。

Chapter 1 Introduction
1.1 What is tourism consumer behavior?
1.1.1 The Features of Tourism Consumption
1.1.2 The Definition of Tourism Consumer Behavior
1.1.3 The Elements of Tourism Consumer Behavior
1.1.4 How Tourism Consumer Behavior Changed over the Time
1.2 How to learn tourism consumer behavior?
1.2.1 The Theories Apply to Tourism Consumer Behavior
1.2.2 The Approaches to Explore Tourism Consumer Behavior
1.2.3 The Factors that Influence the Tourism Consumer Behavior
1.3 Why the understanding of tourism consumer behavior is important?
1.3.1 Government Perspective
1.3.2 Business Perspective
1.3.3 Community Perspective
Chapter 2 Tourism Consumer Perception
2.1 Tourism Consumer Sensation
2.1.1 The Meaning and Category of Tourism Consumer Sensation
2.1.2 The Characteristics of Tourism Consumer Sensation
2.2 Tourism Consumer Perception
2.2.1 The Meaning of Tourism Consumer Perception: Perception Versus Sensation
2.2.2 The Characteristics of Tourism Consumer Perception
2.3 Impact Factors and Process of Tourism Consumer Perception
2.3.1 Impact Factors of Tourism Consumer Perception
2.3.2 Impact Process of Tourism Consumer Perception
2.4 Tourism Consumer Destination Perception
2.4.1 Tourism Consumer Perception of the Tourist Destination Image
2.4.2 Tourism Consumer Perception of the Tourist Destination Elements
2.4.3 Tourism Consumer Perception of the Travel Distance and Risk
2.5 Marketing Strategy Based on Tourism Consumer Perception
2.5.1 Brand Marketing
2.5.2 Tourism Experience Marketing
2.5.3 Embedded Advertising
Chapter 3 Learning and Memory
3.1 Learning
3.1.1 The Nature of Tourism Consumer Learning
3.1.2 Learning Theory and Application in Tourism
3.1.3 The Content of Tourism Consumer Learning
3.2 Tourism Memory
3.2.1 The Role of Memory in Learning
3.2.2 The Memory System
3.2.3 The Formation and Characteristics of Tourism Memory
3.2.4 Memory Interference and Distortion
Chapter 4 Motivation
4.1 Tourism Need
4.1.1 Overview of Need
4.1.2 Theoretical Views of Need Related to Tourism
4.1.3 Definition and Characteristics of Tourism Need
4.1.4 Models of Tourism Need
4.2 Tourism Motivation
4.2.1 Definition and Forming of Tourism Motivation
4.2.2 Characteristics of Tourism Motivation
4.2.3 Theoretical Views of Motivation
4.2.4 Classic Theories of Tourism Motivation
4.3 Influencing Factors of Tourism Motivation
4.3.1 Psychological Factors
4.3.2 Objective Factors
4.3.3 External Factors
4.4 Tourism Demand
4.4.1 Definition of Tourism Demand
4.4.2 Influencing Factors of Tourism Demand
4.4.3 Objective Obstacles to Realizing Tourism Demand
Chapter 5 Attitude and Emotion
5.1 Chapter Introduction
5.2 Attitude
5.2.1 Tourist Attitude
5.2.2 Tourist Attitude Components
5.2.3 The Multiattribute Attitude Model
5.2.4 The ABC Model of Attitudes
5.2.5 Tourist Attitudes and the Theory of Planned Behavior (TPB)
5.2.6 Types of Tourism and Tourist Attitudes
5.2.7 Tourism and Changing Tourists’ Attitudes
5.3 Emotion and Tourism
5.3.1 Tourists’ Emotions
5.3.2 Tourists’ Emotions and Destination Marketing
5.3.3 Types of Emotions
5.3.4 The Cognitive Appraisal Theory in Tourism
Chapter 6 Tourism Consumer Personality
6.1 What is the tourist personality?
6.1.1 The Definition of the Tourist Personality
6.1.2 The Features of the Tourist Personality
6.1.3 The Inter？structure of the Tourist Personality
6.1.4 The Factors Influencing Personality Formation and Development
6.1.5 Classification of Tourism Consumer Personality
6.2 The Primary Theories of the Tourist Personality
6.2.1 Freud’s Theory of Psychoanalysis
6.2.2