MF6-2001 Consumer Behaviour in Tourism

Contents and structure

The course covers the following themes and will discuss:

• Models for Consumer Behavior and consumer Behavior Theory
• Consumer as Individual (Needs, Personality and Perception)
• Consumer behavior in the individual market vs. group market in tourism
• Decisions and buying behaviors - factors that affect the demand for tourism
• Motivation and perception in the tourism market
• Intercultural communication and cultural differences
• Diffusion and adoption of innovation
• Supply and demand patterns in tourism

Learning Outcome

Knowledge:

On completion of the course, the students should gain knowledge of

• cultural differences and challenges associated with intercultural communication
• characteristics of consumer behavior in the individual vs. group markets in tourism
• the factors that affect the demand for tourism, and the characteristics of the offer and the demand for tourism

Skills:

Upon completion, the students should be able to:

• use theories and models for consumer behavior, decision-making processes and buying behavior in marketing in general
• investigate factors that can be drivers of behavior and changes in decision making processes In different tourism markets.

General competency:

Upon completion, the students should be able to:

• understand how businesses and organizations in the tourism industry can meet their customers¿ needs through planning
• understand the preferences of customers in the travel industry
• understand the decisions that consumers make in choosing their destinations
• Understand how the tourism industry can use the marketing mix and formulate strategies to improve their competitive forces.

Entry requirements

None

Teaching methods

Teaching and learning:

In-class lectures, and case studies/problem solving in groups. The course focuses on learning through student activities, and working with practical problems through cases and problem solving. In addition, self-study and working in groups between the lectures is important. The lectures will cover the key parts of the course, and will provide support for any additional work the students will engage in for understanding the subject.

Compulsory learning activities

One written assignment to be solved in groups of up to four persons. The assignment must be passed in order to appear in the final exam. Any individual assignment must be approved by the teacher. One approved assignment (arbeidskrav) is valid for the three consecutive semesters.

Assessment

Written, individual examination, 4 hours. Letter grade

Examination support material

None

More about examination support material

Course reductions

• RE6-208 - Forbrukaråtferd i reiselivet - Reduction: 5.5 studypoints