What theories can be used to study hospitality and tourism consumers in the post-pandemic era?

Purpose: This paper aims to highlight unconventional or underused theories that can be considered for the study of hospitality and tourism consumers. The authors discuss how these theories can be applied. Design/methodology/approach: This research paper is conceptual and descriptive in nature. The authors address the proposed theories by applying the Delphi method. Findings: Theories such as dramaturgical theory, persuasion theory, script theory, customer inspiration theory and segmented assimilation theory are underused but can be applied to studies of hospitality and tourism consumers’ behavior. They can be helpful for understanding various aspects of consumer behavior, such as their decision-making, motivations, attitudes and perceptions, in hospitality and tourism. Originality/value: Consumer behavior is more diverse and complex in the post-pandemic era. The authors draw attention to theories that are underused but have explanatory power with regards to hospitality and tourism consumers’ behaviors. These non-conventional theories can provide new theoretical perspectives and offer new insights.