The aim of this research is to determine whether habits and customs as elements of culture affect the behaviour of consumers in the sector of tourism, that is, whether they affect the process of researching tourist arrangements and their use, as well as visiting travel agencies and consumers' loyalty towards them. For this purpose, empirical research was conducted on a sample of 237 subjects. The results indicate that habits and customs have an impact on the above-mentioned aspects of

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... behaviour in the tourism sector, which confirms research hypotheses. Travel agencies should consider the relationships between habits and customs of consumers and research and purchase of touristic arrangements, consumer's visit and their loyalty, in order to create and implement the most appropriate marketing strategies.