This chapter explores the concept of consumer behaviour in the context of buying tourism products. The chapters starts with a discussion of the personal, psychological, cultural, and social factors that influence consumers, causing them to behave the way they do when choosing to buy tourism and hospitality products. Further, this chapter presents the various roles that consumers might play in the decision-making process. It introduces the consumer journey cycle to show how consumers pass through a series of stages when purchasing holidays and tourism and hospitality products. The chapter concludes with a discussion of the consumers who make their final purchasing decisions: the various consumer markets (from adventure tourism to volunteer tourism) and tourist typologies. Lastly, the in-depth case study applies the principles of consumer behaviour to Halal tourism in Southeast Asia.