Over the last fifty years tourism has grown to be one of the major industries in the world. playing an important role in the economies of many countries. it has also become a social phenomenon as a result of people’s increased leisure time, raising disposable income and the development of more has led to the point where marketing has become a complex and crucial tool in the competitive global marketplace of tourist destinations. when tourism is well planned it can generate benefits at the destination by increasing tourist receipts, government revenue and employment. for more sucessful tourism development, it is crucial to attract tourist s and to recommend the destination for others to revisit. recent tourism marketing researches focus mainly on competitiveness, attractiveness, tourist locality to a destination tourist satisfaction and perceived service quality, and destination image. the customer is the heart of effective service marketing. therefore, there is a need for consumer behaviour research within tourism. challenged to find ways to retain current visitors and attract new ones, marketers must understand tourist behaviour and decision making. according to Ryan and Williams and Buswell, tourist behaviour can be divided into four stages, including previsit, onsite, postvisit, and future decision making. in this study tourist behaviour can be regarded as an aggregrate construct comprising previsit determinants for destination choice on site experience, post visit evaluation and future behavioural intentions. combined these factors help to understand comprehensive destination visitor behaviour. identifying motivations of visitors and increasing the service quality of destinations are viable ways for destinations to remain competitive. in turn these could lead to better understanding of the needs of different destination consumer segments, more careful shaping and launching of new services, pruning of weak services, more effective methods of delivering services, more flexible pricing approaches, and higher levels of client satisfaction. in the past two decades the vacation decision making has become an important issue in tourism research but the emperical applications of the various proposed theories are still scarce.
scholars from variety of social science disciplines focus on how individuals go about making decisions. the utility of this work is evident in the field of marketing in which a substantial body of decision making literature builds from since the 1950’s. a systematic and in depth understanding of buying process in the main goal of pioneering models of consumer behaviour. in order to secure or expand egypt tourism market share, tourism marketers in egypt should pay close attention to travelers behaviour and their perceptions of Egypt as a tourism destination. Therefore in order to understand comprehensively customer behaviour in tourism, various models have been developed to describe and generalize consumer behaviour patterns. The models attempt to show the important role of different elements affecting the decision making process. How people consume travel and tourism products has become a focus of much tourism research. Understanding travel behaviour is imperative in today’s highly competitive business environment. Recently in the field of marketing and consumer research there has been a growing interest in studying market place phenomena from new cultural and postmodern perspective. Alternative approaches to theorizing and empirical research have been proposed and discussed in an attempt to improve both the social and practical patients of academic research. The gradual institutionalization of the interpretive and thus also the culture making and consumer research project that has come to be known as a consumer behaviour. To understand why consumers buy certain products instead of others, marketers study consumer behaviour the way in which external and internal forces shape people exchange activities. The study of consumer behaviour comprises external forces such as family and culture. Internal forces such as attitude and behaviour in the form of participation in exchange activities. If marketers understand why consumer behave in the way that they do, why they make the decisions in the way that they do and why they buy the products and the brands and the brands that they do, then marketers will need to look deeply into the whole manner of decision making. This will include such things as attitude, perception, motivation, and so on. This research aims to examine theoretical and empirical evidence on the casual relationships among tourist motivations, tourist perceptions, tourist satisfaction and destination loyalty.
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