The thesis consists of seven chapters. The first chapter presents introductory considerations and an introduction to the whole paper. This is followed by the main parts of the paper, and the second chapter deals with the theory of consumer behavior in tourism, which explains the factors of their behavior, their needs and motives, attitudes and influence of consumers on decision and the decision-making process. After the explanation and introduction to tourist behavior, follows the third chapter which deals with the conceptual definition of a tourist destination, the tourist destination itself, the elements of attractiveness and competitiveness of the destination. The fourth and fifth chapters concern consumer satisfaction and loyalty, so in the fourth chapter we have consumer satisfaction in tourism, its importance in measuring topics is divided into four new subheadings related to the method of measuring satisfaction, namely: a survey on guest satisfaction, modern technology, secret guests and as an indispensable conversation with guests, also in addition to satisfaction, important consumer dissatisfaction in tourism was mentioned. In the fifth chapter there is a related topic of satisfaction, namely consumer loyalty in tourism, its concept and characteristics, methods of measurement, why it is important to achieve competitive advantage, how and why long-term loyalty is created, and the relationship between service quality and customer loyalty. The sixth chapter, which refers to the topic itself, presents an analysis of maintaining consumer loyalty on the example of selected tourist destinations as a contribution to this thesis. As a concluding part on the topic, comes the seventh chapter where the concluding considerations based on the entire paper are presented. After that, there is a list of literature, pictures, and a summary in Croatian and English.