Advances in tourism marketing research: introduction to a special issue on consumer behavior in tourism destinations

Purpose – The purpose of this editorial is to introduce the reader to six articles related to consumer behavior in tourism destinations. Design/methodology/approach – The paper introduces the papers in this special issue. Findings – Tourists are part of the tourism production process. They engage with supply networks and interact with destinations. Originality/value – The paper provides an introduction to six contributions that are particularly relevant for understanding and managing the content of the interaction between the network nodes, in particular business‐to‐consumer relationships.