• What factors influence consumer purchasing behavior?• How is consumer behavior characterized in the tourism hospitality sector?• What are the trends of modern tourism?• How does marketing help in understanding consumer behavior?3.3 Data Collection Method The research methods used to conduct this study include both primary and secondary sources in order to thoroughly analyze the topic. The secondary sources used for the purpose of this project are mostly retrieved from books and literature on consumer behavior and the tourism industry. Regarding primary data, a survey was conducted (see Appendix 1). The survey was chosen because it helps to: • Reduce the time of collecting the necessary data • Save money • Cover a large number of respondents • Get more accurate results In a particular survey only closed-ended question types were used. Multiple choice questions and rating scale questions were used. However, the survey conducted has its limitations. It is difficult to find out whether participants are honest and serious when they give their answers. It is not easy to monitor if a participant gives his answers only once. The sample size is not large, so the accuracy of the data is not