This book explores how identity plays a pivotal role in tourism consumption. Almost all tourism-related consumption studies underestimate or refer inadequately to identity's relationship with tourism consumption. As identity phenomenon is considerably a new subject in the tourism literature, this book examines its relationship with the consumption theory. It is of interest to readers curious about how pre-, during, and post-consumption activities affect a person's identity and vice versa.This book contains an analysis of consumption theories and a summary of literature identifying the...