The paper deals with the topic of consumer behavior in the tourism of Vukovar-Srijem County. Leading to the fact that tourism is today one of the most dynamic and most complex socioeconomic phenomena of the modern age and that in a short time it has grown into an industry that makes an important part of the trade balance of many countries and creates numerous jobs as well as innumerable opportunities for economic growth and the development of each country, the paper presents the importance of tourism for the development of a Croatian county, which is an attractive destination for all-year tourism. Apart from showing the purpose and significance of studying consumer behavior on the example of using tourism services offered in Slavonia and Baranja with special reference to Vukovar-Srijem County, there are more detailed terms related to the study of consumer behavior in the market today and the way consumers behave by defining the strategic goals and activities of companies in general. It was also shown to the benefits that emerge when implementing consumer behavioral study within the business operations of today's market. Based on the conducted research, the visions and attitudes of tourists on the tourist offer of Vukovar-Srijem County were established. The research has shown that there is a potential for a more intensive tourism development in Vukovar-Srijem County, and the basic characteristics of the tourist inn, as well as the system of values and potentials on which the systematic construction of a tourist resort within Vukovar-Srijem County is based.