This document explores the factors influencing consumer behavior and attitudes in the tourism sector, including cultural, social, personal, and psychological factors. It also discusses the impact of digital technology on consumer trends and the stages of the consumer decision-making journey. Additionally, it examines the importance of mapping a path to purchase and understanding consumer decision-making in the tourism sector. The document compares the tourism decision-making process in B2C and B2B contexts and evaluates different approaches to market research for analyzing consumer decision-making.