COURSE UNIT TITLE

: CONSUMER BEHAVIOR IN TOURISM

Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS
TMT 3031 CONSUMER BEHAVIOR IN TOURISM ELECTIVE 3 0 0 4

Offered By

Tourism Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

PROFESSOR DOCTOR BURCU SELIN YILMAZ

Offered to

Tourism Management

Course Objective

This course aims to provide an understanding of tourist psychology at individual level and tourist behavior before and after the travel experience and consumer behavior in tourism. The course examines the supremacy of the consumer, the factors influencing behavior; knowledge and involvement, attention and comprehension, attitudes and intentions; decision making behavior and process; classical and operant learning; cultural influences, reference groups, and special features of consumer behavior in tourism.



Learning Outcomes of the Course Unit

1   Understand the role of consumer behavior in the marketing process
2   Become familiar with tourist behavior
3   Acknowledge consumer behavior models in tourism and identify factors which motivate consumers to buy tourism products including the internal and external determinants
4   Understand how tourists making purchase decisions and identify the links between purchase decision models and market segmentation
5   Identify the diverse market segments in tourism and the similarities and differences in demand characteristics in different sectors of tourism
6   Acknowledge of the development of each part of the marketing mix in relation to consumer behavior and appreciate the relationship between quality and tourist satisfaction
7   Realize that tourism demand continues to evolve, and that this evolutionary process should be understood by tourism researchers, marketers, policy makers, and other stakeholders within the tourism industry

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description
1 Consumer Behavior: Introduction
2 Tourism Consumer Behavior: Approaches and Concepts
3 Main Concepts in Consumer Behavior and Tourism Consumer Motivation
4 Determinants of Consumer Decision-Making Process and Tourism Consumer Buying Behavior
5 Models of Consumer Behavior in Tourism
6 Tourist Typologies: Examples and Approaches / Market Segmentation
7 Tourism Consumer Behavior and Culture
8 Tourism Consumer Behavior and Technology
9 Researching Tourism Consumer Behavior Marketing Research
10 The Marketing Mix and Tourism Consumer Behavior
11 Building Customer Loyalty through Quality in Tourism / Customer Satisfaction
12 Tourism Consumer Behavior: Change, New Destinations, Trends and Future Directions
13 Consumption in Postmodern World and Postmodern Tourist
14 Presentations and Discussions

Recomended or Required Reading

1. Swarbrooke, J. & S. Horner (2006). Consumer Behaviour in Tourism. Oxford: Butterwoth Heinemann.
2. Pizam, A. & Y. Mansfeld (2000). Consumer Behavior in Travel and Tourism. Oxford: The Howorth Hospitality Press.
3. Crouch, G., R. Perdue, H. Timmermans & M. Uysal ( 2004). Consumer Psychology of Tourism, Hospitality and Leisure. Wallingford: CABI Publishing.
4. Halloway, J. ( 2004). Marketing for Tourism, 4th ed. Essex: Prentice Hall.
5. Horner, S. & J. Swarbrooke (2004). International Cases in Tourism Management. Oxford: Butterwoth Heinemann.
6. Peter, J. & J. Olson (2002). Consumer Behavior and Marketing Strategy, 6th ed. London: McGraw Hill.
7. Reisinger,Y. & L. Turner (2003). Cross Cultural Behaviour in Tourism. Oxford: Butterworth Heinemann.
8. Mooij, M. (2004). Consumer Behaviour and Culture. USA: Sage Publications.
9. Kotler, P., J.T. Bowen & J. Makens (2013). Marketing for Hospitality and Tourism, 6th Edition, New Jersey: Prentice Hall.

Planned Learning Activities and Teaching Methods

Lecturer's presentations, assignments, case studies, class discussions.

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA
1 AS1 1.Assignment
2 AS2 2.Assignment
3 TP TermProject
4 PRS Presentation
5 FCG FINAL COURSE GRADE AS1 * 0.20 + AS2 * 0.20 + TP * 0.40 + PRS * 0.20


Further Notes About Assessment Methods

1. Assignments will cover the topics discussed during the lectures. Students will be assessed on their knowledge of concepts and theories through the questions containing essay-type questions or cases. Assignments will be prepared individually.
2. Term projects will be individual study and details will be given at the beginning of the term.
3. Term projects will be presented in accordance with the predetermined calendar.
4. A more detailed guideline and explanations will be provided at the beginning of the term.

Assessment Criteria

Assignment 01 / 02:
Question (Any question related to the content of the lecture)
The terms/concepts asked in the question are not explained or a completely wrong answer is given. - Poor (0%)
The terms/concepts asked in the question are explained poorly or a partly satisfactory answer is given. - Insufficient (20%)
The terms/concepts asked in the question are explained partly. - Fair (40%)
The terms/concepts asked in the question are explained partly without all expected details are given. - Good (60%)
The terms/concepts asked in the question are explained satisfactorily with expected details are given. - Very Good (80%)
The terms/concepts asked in the question are explained completely with all expected details are given. - Excellent (100%)
Term Paper:
Any title of the term paper:
The title is absent or falls short of expectations, and /or it is completely out of place within the given context. - Poor (0%)
The content is developed poorly or least satisfactorily - Insufficient (20%)
The content is somewhat absent and does not entirely fit the context. - Fair (40%)
The content is developed at a minimum acceptable standard and adequately fits the context. - Good (60%)
The content is developed at a mostly satisfactorily standard and fits into the context. - Very good (80%)
The content is developed fully satisfactorily and perfectly fits into the context. - Excellent (100%)
Presentation:
Any item of the presentation graded:
The item is absent or falls short of expectations, and /or it is completely out of place within the given context. - Poor (0%)
The item is developed poorly or least satisfactorily - Insufficient (20%)
The item is somewhat absent and does not entirely fit the context. - Fair (40%)
The item is developed at a minimum acceptable standard and adequately fits the context. - Good (60%)
The item is developed at a mostly satisfactorily standard and fits into the context. - Very good (80%)
The item is developed fully satisfactorily and perfectly fits into the context. - Excellent (100%)













Language of Instruction

English

Course Policies and Rules

1. It is obligatory to attend at least 70% of the classes.
2. Violations of Plagiarism of any kind will result in disciplinary steps being taken.
3. All electronic devices should be kept closed during lectures.
4. Punctuality is important.

Contact Details for the Lecturer(s)

E-mail: selin.yilmaz@deu.edu.tr

Office Hours

To be announced

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours)
Lectures 14 3 42
Tutorials 0 0 0
Preparations before/after weekly lectures 12 2 24
Preparation for midterm exam 0 0 0
Preparation for final exam 0 0 0
Preparation for quiz etc. 0 0 0
Preparing assignments 2 8 16
Project Preparation 1 10 10
Preparing presentations 1 4 4
Preparing report 1 12 12
Final 0 0 0
Midterm 0 0 0
Quiz etc. 0 0 0
Project Final Presentation 1 1 1
TOTAL WORKLOAD (hours) 109

Contribution of Learning Outcomes to Programme Outcomes

PO/LOPO.1PO.2PO.3PO.4PO.5PO.6PO.7PO.8PO.9PO.10PO.11PO.12PO.13PO.14PO.15PO.16PO.17PO.18PO.19
LO.155
LO.255
LO.34
LO.455
LO.555
LO.655
LO.75