This report provides an analysis of consumer behavior within the tourism industry, highlighting the significance of understanding customer needs and wants for business success. It explores both micro and macro environmental factors that influence consumer decisions, such as psychological, social, economic, and cultural aspects. The impact of events like the COVID-19 pandemic on consumer perceptions and buying patterns is also discussed, emphasizing the need for businesses to adapt their strategies to address health and safety concerns. The report references real-world examples of tourism companies affected by these factors and concludes with the importance of continuous monitoring and adaptation to changing consumer behavior for sustained business growth and profitability. Desklib provides a platform to access similar solved assignments and past papers for students.