Studying tourist behavior-what tourists do, what their preferences are, etc.-provides helpful information for designing new tourism products, for policymaking, and for developing effective tourism marketing strategies. This informative volume offers a diverse selection of chapters on research related to the customer behavior of tourists. With chapters from tourism professionals from around the world, the volume presents research work, new perspectives, and case studies of tourist behavior from varied cultural and geographical backgrounds. The volume addresses relationship management at different types of tourist destinations, such as spas and museums; the creation and sustainability of tourism luxury brands; the continuing growing influence of social media and digital technology on tourist choices; gauging tourists' motivation, satisfaction, and return-trip intentions; the role of tourism activities on destination choice; perspectives and case studies on heritage tourism, and more. The book also includes a chapter on how virtual reality, streaming, and livestreaming during the COVID pandemic affected tourism and goes on to makes predictions for tourist behavior in the post-COVID-19 era.