Volume 9, Tourists' and Customers' Behaviors and Evaluations, describes the benefits of taking a behaviorstoevaluations perspective in tourism and customer research. The thirteen papers in the volume include "the general theory of guest evaluations of service design/performances" by Woodside and Kozak

Evaluation of the Service Performance: Application of the Zone of Tolerance with Importance Performance Analysis of a Convention Facility. Air Travelers’ Carbon Offsetting Behavior: An Experimental Study. Slow Tourism (Cittaslow) Influence over Visitors’ Behavior. A T-Shirt from New York, a Coral from Mauritius: A Functional Typology of Tourist Souvenirs. Exhibition Areas: Case Study Research of Japanese Firms. Individual Values and Holiday Preferences. Parenthood and Holiday Decisions: A Grounded Theory Approach. It Can’t Happen to Me: Travel Risk Perceptions. Adoption of Information and Communications Technology (ICT) by In-Trip Leisure Tourists. Heterogeneity in Tourism Motivations: The Case of the Algarve. Configural Modeling of Country-Collectors Motives, Behavior, and Assessments of Strengths of National-Place Brands. Tourists’ Behaviors and Evaluations. Preface. List of Contributors. EDITORIAL BOARD. Advances in culture, tourism and hospitality research. Tourists’ Behaviors and Evaluations. Copyright page. Evaluation of the Service Performance: Application of the Zone of Tolerance with Importance Performance Analysis of a Convention Facility. Air Travelers’ Carbon Offsetting Behavior: An Experimental Study. Slow Tourism (Cittaslow) Influence over Visitors’ Behavior. A T-Shirt from New York, a Coral from Mauritius: A Functional Typology of Tourist Souvenirs. Exhibition Areas: Case Study Research of Japanese Firms. Individual Values and Holiday Preferences. Parenthood and Holiday Decisions: A Grounded Theory Approach. It Can’t Happen to Me: Travel Risk Perceptions. Adoption of Information and Communications Technology (ICT) by In-Trip Leisure Tourists. Heterogeneity in Tourism Motivations: The Case of the Algarve. Configural Modeling of Country-Collectors Motives, Behavior, and Assessments of Strengths of National-Place Brands. Tourists’ Behaviors and Evaluations. Preface. List of Contributors. EDITORIAL BOARD. Advances in culture, tourism and hospitality research. Tourists’ Behaviors and Evaluations. Copyright page.