Consumer behaviour refers to a process that involves pre-and post-purchase behaviour. When the influence of various factors creates a desire to buy a product or service, after the purchase and consumption are followed by a post-purchase reaction that includes reviews of use, such as satisfaction/dissatisfaction, fulfilment of expectations, deciding whether the customer stays true to the product and whether recommend it further. The subject of this work are factors influencing consumer behaviour, i.e. factors influencing consumer behaviour in tourism. The purpose of this paper is to determine the influencing factors on consumer behaviour in tourism. For the purpose of the work, two cultures were analysed and compared - German and Japanese. The aim of this paper is to present the influence of consumer behaviour factors on vacation motives, choice of destination and methods of booking transport and accommodation. The research is based on secondary data, which were analysed and conclusions were drawn. The analysis established that Croatia has profiled itself on the German market as a destination where families enjoy the sea and the sun, while on the Japanese market it is recognized as a country of beautiful landscapes, rich culture, and excellent wines and gastronomy. The research concerns only two cultures - German and Japanese, so this is its main limitation.