Can consumers be predicted or are they unmanageable?

This paper examines how well theories of consumer behaviour allow prediction of the consumption of tourism and hospitality products and services. Given the changing demographic and psychographic profile of consumers in the UK, it is proposed that a multitude of theoretical paradigms may be necessary to explain different aspects of consumer behaviour in different contexts. Post‐modern concepts of hyper‐reality and simulation have particular but limited application to understanding of the hospitality or tourism consumer. It is concluded that ideas derived from relationship marketing offer the most potential for producers of hospitality and tourism products and services. These include continuous re‐invention of the product, and the development of lasting and trusting relationships between supplier and consumer. Technological innovations can support relationship building.