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This thesis contributes to the analysis of consumer demand by considering individual (and group) decision-making in tourism. The tourism field is characterized by several and interconnected decisions ranging from choices taken before the holiday (such as the length of stay, destination choice, mean of transport to reach the destination, etc.), during holiday (activities to undertake, restaurant choices, mobility at destinations, etc.) or after the visit (make reviews, word of mouth, posting on social media, etc.). Several studies analyze consumer behavior in tourism, but literature in the field is characterized mainly by a large evidence of so-called “variance studies”, aiming at identifying observable factors that can logically explain the variability of tourists’ choices (Smallman & Moore, 2010) rather than understanding the complexity of the decision making. The decision-making process 1 is affected by a large number of …