This report provides a comprehensive analysis of tourism consumer behavior, focusing on factors influencing consumer attitudes and decision-making processes within the context of the British travel organization, Trailfinders. It explores the impact of cultural, social, personal, and psychological factors on consumer behavior, highlighting the effects of digital technology and changing demographics. The report examines the stages of the consumer decision-making journey, including need recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation. It also analyzes the role of marketers in influencing each stage of the decision-making process, compares B2B and B2C decision-making, and discusses various market research methods. Furthermore, the report critically assesses developing trends in consumer behavior, providing specific instances from the tourism area.