Consumer behavior in tourism consists of a large number of different psychological and physical activities. These activities are undertaken by individuals during the process of selecting and purchasing products or services. Consumer behaviors relate to pre-purchase, purchase and post-purchase mental and physical activity. The ultimate goal is to meet the specific needs of consumers. Consumer behaviors are related to cognitive thinking, decision making and a large number of physical activities. In order to accurately determine the wishes and needs of consumers, it is essential to understand the roles that consumers play during the purchasing process. Consumer behavior is shaped by social factors such as group, family, role and status in society. Overall consumer satisfaction is conditioned on meeting their expectations based on the values received in the purchase process. Consumer behavior models are guided by explanations of how consumers make their purchasing decisions. It is essential to identify the needs that consumers' decisions seek to meet. All purchases of services are made on the basis of certain processes of dealing with data that have an impact on final decisions. The process of protecting users of tourism services, as an elemental part of consumer protection, has certain specificities that emerge from tourism features that put tourists in an unequal relationship with professional service providers.