Europe is known for its long civilization and high standard of living and has experienced a relatively long history of cultural and economic construction. Basic psychological characteristics of Europeans are as follows.

They have a rational lifestyle, like conquering, overpowering, and improving the natural environment, forcing them to serve the purpose of people. At the same time, they lead a vibrant lifestyle, like being active and moving, disliking a quiet life.

Their awareness, affection, and behavior towards the environment and tourism activities are very progressive. They come from countries with a developed economy, culture, society, and relatively high living standards. Europe is the center of economy, culture, science and technology, and the exchange of peoples in the world.

Most Europeans are Christian. Therefore, the need to go to church at the weekend of prayer is their indispensable need. Their tourism activities were therefore influenced, dominated by religious colors. And become the norm in life.

They have an urgent industrial lifestyle, discipline, working regime very seriously. Therefore, when traveling, European tourists have very high requirements for the implementation of the trip plan and schedule, requiring clarity, accuracy, and desired efficiency.

Promoting individualism, respecting individual freedom and appreciating the activeness of people in all social activities such as being rational, light-hearted, having a sense of law and high self-esteem.

Most of them do not like to talk about politics, private life, age, and income. According to them, these are personal information that should be respected and kept confidential when communicating.

When traveling, they like to choose the type of eco-tourism, cultural tourism, and entertainment. In order to relieve the psychological stress caused by the industrial environment.

Europeans like to eat bread, drink coffee, drink milk with cakes and cold dishes. They do not like elaborate processing, do not invite each other in eating.

They like music, dancing, dancing, festivals. So when traveling, they have a very high demand for these products and services.