The purpose of this edited volume is to present a complete collection of papers that provide fresh insights for conventional and contemporary paradigms, techniques, and methodologies, as well as more current advancements in research methodology for understanding tourist behavior in digital marketing. Tourist behaviour is the consumption of both common and uncommon goods and services outside of the normal surroundings. Tourism consumer behaviour (TCB) refers to the collection of behaviours, experiences, and choices associated with the acquisition and consumption of a tourist product or service. The most significant indication or prediction of future tourist behaviour is the current behaviour of visitors. Considering the social significance of the tourist, the behaviour of a single tourist might also serve as an indication of the behaviour of others. In the context of tourism, travellers establish societal standards of behaviour by their actions. Other customers, including those who do not yet participate in travel or tourist behaviours, also adhere to these standards. Tourist behaviour is the context of consumer behaviour with regard to the acquisition, use, and abandonment of tourist services. The intangible nature of services makes them more challenging to advertise .In addition, they are often placed far from regions where consumer behaviour happens, which is a complicated aspect.
Tourist behaviour manifests itself in a variety of ways and often occurs in stages. Each step includes the planning, decision-making, and purchasing procedures. For instance, travellers may arrange their vacations directly with the provider (e.g., by reserving a room directly with the hotel) or indirectly via an intermediary offering tourist service (e.g. book a room through a travel agency). There are also a variety of planning techniques and tools, such as over the phone, in person, and online. During the period of enjoying the vacation, travellers engage in paid or free tourist activities. Concurrently, the visitor engages in the activities of planning, informing, and determining their future actions (behaviour) at the place. In the post-holiday period, travellers participate in a variety of activities that influence their future behaviour as well as the behaviour of others. This range of tourist behaviour expressions in its many stages or phases complicates the techniques of watching it but highlights the need for the provider or destination to monitor tourist activity. Understanding visitor behaviour is essential for evaluating the work of planners and suppliers of tourist services to date, as well as for the future planning and implementation of tourism services. Visitor behaviour is also a crucial aspect for the effective development of tourism services; consequently, an awareness and familiarity with tourist behaviour is a necessary component for the growth of tourism. Understanding visitor behaviour is useful for all tourism stakeholders. The majority of the time, data on tourist behaviour is pertinent to the suppliers of tourist services, as knowledge of behaviour helps the development of business strategies and the creation of tourist goods. The public sector, particularly tourism agencies and organisations, uses data on visitor behaviour to build destination and tourist area marketing and development plans. Knowledge about the behaviour of visitors is also beneficial for the general travelling population (i.e. tourists) since it simplifies vacation planning, particularly in regions where distinctive and harmful tourist behaviour is prevalent. Visitor behaviour is the consumption of both common and uncommon goods and services outside of the normal surroundings. For an objective, realistic, and useful knowledge of tourist behaviour, it is essential to recognise the distinguishing characteristics between tourist behaviour and ordinary behaviour.
During the first decade of the new millennium, scholars focused on determining how tourist behave during the decision-making process, which motivations influence their decisions, and the impact that expectations and perceptions have on their decisions. Yet, the Internet also enabled visitors to become co-creators of the value of their tourist experience, so altering their behaviour in accordance with the service dominating logic theory. Tourists engage with internet material across the whole trip cycle, including pre-consumption, consumption, and post-consumption. Thus, the development of methodologies to understand and anticipate these behaviours is crucial to the future success of tourist organisations and destinations. The link between digital marketing tactics and tourist behaviour has been studied by a large number of scholars in the past; however, few have researched the mediators of this relationship. The majority of tourism research has mostly concentrated on conventional marketing strategies. There are few studies that only examine visitor behaviour from a digital marketing standpoint. Destination image is one of the main components of this research and a fresh contribution to the body of knowledge connecting digital marketing techniques and visitor behaviour. It is essential to enhance and boost the destination's image and awareness by tying the study's results to plans for the growth of tourist behaviour in the areas. In addition, it is vital to foster visitor behaviour via digital marketing methods and increase destination awareness through image building. The perceptions of visitors have the greatest impact on the activities in tourist destinations. There is a paucity of research on digital marketing tactics for measuring visitor behaviour. The majority of studies on visitor behaviour has generally concentrated on conventional marketing tactics. The unique interaction between digital marketing methods and visitor behaviour, as well as the underlying ideas, must be investigated. The image of a location is a crucial aspect of tourism and has a substantial impact on visitor growth.