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Consumers' planned behavior is often very different to what is actually consumed. Consumer plans can relate to four behaviors: planned and done (deliberate strategies); and unplanned and not done (unused strategies). This book examines alternative theories and the empirical testing of trade-offs we make in life among work, travel, and personal maintenance actions and how our plans relate to what we actually do. Tourism Behaviour considers plans and behaviors for tourist spending, length of stay, attractions, destinations, accommodation and activities, and investigates how marketing strategies affect consumer plans. This book provides new theory, empirical studies, and practical insights of significant interest to travel and leisure researchers, destination marketing managers, and advanced students in tourism and consumer behavior.