Basic concepts of tourist behavior, the purchase decision-making process, factors influencing the purchase decision- making, internal and external factors, market segmentation and typologies of tourists by demography, geography, economic, social, cultural, psychology, behavior, analysis of characteristic and behavior in each segment or type of tourist, marketing and trend in tourist behavior. Definition and principles of cross-cultural communication, concepts of communication and culture, changes of cultures effecting personal and social perception, attitude, and value from different cultural backgrounds, and reforming of cultural and communication processes for good relationship and understanding of cross-cultural people and societies