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Introduction: Just as the tourism event begins with the human element, it again ends with the human element. Therefore, the existence, behaviours and attitudes of the human factor is an issue that should be prioritised much more when compared to other sectors. Consumer behaviour involves certain decisions, activities, ideas or experiences that meet the needs and desires of the consumer. Prior to these actions, consumer behaviour is concerned with all the activities directly related to the attainment, consumption and disposition of the products and services. In this chapter, touristic consumer behaviour, consumer choice and behaviour of the relevant destination, and the management of the destination choice process are presented.

Aim: The chapter aims to reveal how important it is to know the consumer’s destination choice behaviour in both ensuring that the consumer has had a satisfied holiday during the holiday process, and that employers and employees, as service providers, experience the peace and pride of providing a good and quality service. Knowing the behaviour patterns of potential consumers and developing their marketing activities accordingly will provide great convenience to service marketers in the future.

Method: To do this a literature review has been carried out on the issues of destination choice behaviour and tourist travel behaviour.

Result: Tourist behaviour is the most significant indicator or predictor of future tourist behaviour. Considering the social role of the tourist, the behaviour of a tourist can also be an indicator of the behaviour of others. With their behaviours, tourists determine the norms of social behaviour within the context of tourism. These norms are also followed by other consumers such as engaging in tourist behaviour, as well as those who have not travelled yet. Tourist behaviour is the context of the consumer behaviour in the purchasing and abandoning the tourist services.

Implication: The characteristics of the consumer, their past experiences, the level of influence from other consumers, etc. In the future, knowing the behaviour patterns of potential consumers and developing their marketing activities in this direction will provide great convenience to service marketers.

Originality of Study: In the study, it is desired to draw attention to the importance of knowing consumer behaviours in their destination selection. Therefore, this study is thought to be useful in future studies, especially in terms of shedding light on the consumer behaviours and roles that play a role in determining the factors that play a role in destination selection.

This chapter explains the role and potential of colour and lighting as two important elements of the service atmosphere in tourism and hospitality service encounters. The chapter first explains the importance of colour and lighting in services from the perspective of customers’ sensory perceptions. Then, the chapter provides examples to demonstrate how psychological/neuro-marketing tools of Eye Tracker and Facial Recognition, Galvanic Skin Response (GSR) and Heart Rate (HR) can be used to understand the role of colour and lighting in customer satisfaction in tourism and hospitality service encounters. Based on this perspective, the study offers recommendations to design service environments in terms of colour and lighting.