Consumer Behavior in Tourism and Hospitality ( CBTH ) aims to offer conceptual and empirical support to advance, deepen, and expand our understanding of consumer behavior in tourism and hospitality. The journal especially seeks to nurture collaborative work among researchers in marketing and consumer behavior, psychology, management and organizational behavior, behavioral economics, sociology, semiotics, anthropology, geography, and history to offer novel perspectives in describing, explaining, predicting, and influencing tourism and hospitality behavior. Contributions that use a variety of methodological approaches and/or different disciplinary perspectives are encouraged. Authors are urged to challenge past research, paving the way for a future of distinctive consumer research studies in tourism and hospitality. The journal welcomes contributions engaging in creative and innovative approaches and methodologies, and those developing new research linkages among disciplines.