Define Mill and Morrison’s Consumer Behaviour Model.

Mill and Morrison's Consumer Behavior Model, developed by Peter Mill and Brian Morrison in 1985, is a comprehensive framework that seeks to understand and explain consumer behavior in the context of tourism and travel. This model is specifically tailored to the unique characteristics of the tourism industry. It takes into account various factors that influence tourists' decisions and behaviors, helping tourism marketers and researchers better comprehend and respond to consumer motivations and choices.

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