“旅游消费者行为”是*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*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。Introduction“Tourism Consumer Behavior” is one of the four core courses required by the Advisory Committee of Higher Education at the Ministry of Education on the major of tourism management. As a supporting textbook for the course, this book aims to integrate theories of economics, psychology and sociology, aiming to analyze internal factors and external environment that affect behavior of consumers in tourism. Trying not to stay away from practice, this book takes a closer look at and analyzes the consumer buying process: communication before buying, decision?making process, and feedback after buying. The design of this book is student?centered, providing as much support as possible to students in learning with a digital textbook format, digital course materials and exercises. This book is expected not only to facilitate students majoring in tourism management to gain insights into the rules that how consumers think and behave in tourism consumption but also to help people from the industry improve their business performance and service.