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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS TUR 3005 TOURIST COMSUMER BEHAVIOUR COMPULSORY 3 0 0 4

Offered By

Tourism and Hotel Management

Level of Course Unit

First Cycle Programmes (Bachelor's Degree)

Course Coordinator

ASSOCIATE PROFESSOR YEŞIM KOBA

Offered to

Tourism and Hotel Management 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   1. Understand the role of consumer behavior in the marketing process 2   2. Become familiar with tourist behavior 3   3. Acknowledge consumer behavior models in tourism and identify factors which motivate consumers to buy tourism products including the internal and external determinants 4   4. Understand how tourists making purchase decisions and identify the links between purchase decision models and market segmentation 5   5. Identify the diverse market segments in tourism and the similarities and differences in demand characteristics in different sectors of tourism

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Consumer Behavior and Tourism Consumer Behavior: Approaches and Concepts 2 Main Concepts in Consumer Behavior and Tourism Consumer Motivation 3 Determinants and Models of Consumer Decision Making Process and Tourism Consumer Buying Behavior 4 Tourist Typologies: Examples and Approaches / Segmentation 5 The Nature of Demand in Different Segments of Tourism Market 6 Tourism Consumer Behavior and Culture, 7 Tourism Consumer Behavior and Technology 8 Researching Tourism Consumer Behavior 9 Marketing Research 10 The Marketing Mix and Tourism Consumer Behavior 11 Building Customer Loyalty through Quality in Tourism 12 Customer Satisfaction 13 Tourism Consumer Behavior: Change, New Destinations 14 Tourism Consumer Behavior:Trends and Future Directions 15 Final Exam 16 Final Exam

Recomended or Required Reading

Şirvan Şen Demir, Metin Kozak, Tüketici Davranışları, Ankara: Detay Yayıncılık

Planned Learning Activities and Teaching Methods

Theorical courses will take place every week .

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 FIN FINAL EXAM 3 FCG FINAL COURSE GRADE MTE * 0.40 + FIN * 0.60 4 RST RESIT 5 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.40 + RST * 0.60

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 12 3 36 Preparations before/after weekly lectures 12 2 24 Preparation for midterm exam 1 10 10 Preparation for final exam 1 15 15 Preparing presentations 1 10 10 Midterm 1 1 1 Final 1 1 1 TOTAL WORKLOAD (hours) 97

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 PO.10 PO.11 PO.12 PO.13 PO.14 PO.15 PO.16 LO.1 5 LO.2 5 LO.3 5 LO.4 5 LO.5 5