This report delves into the micro and macro aspects of understanding customer behavior, particularly within the tourism sector. It emphasizes the importance of grasping customer needs and expectations for businesses to optimize their customer experience strategies. The report highlights how changes in technology, lifestyle, and market trends influence consumer behavior, necessitating the use of tools like big data for analysis. Micro aspects, such as psychological factors, family background, and culture, are examined alongside macro aspects like social and economic factors. Theories like the personal variable model and the black box model are discussed as frameworks for understanding consumer purchasing decisions. The report further explores the impact of events like the COVID-19 pandemic on the tourism industry, emphasizing the need for businesses to adapt to changing customer perceptions and prioritize health and safety measures. Ultimately, the report concludes that a thorough understanding of customer behavior is crucial for businesses to meet customer expectations and thrive in a dynamic market environment.