Consumer behavior in Tourism (TTM203)
Vietnamese title: Hành vi khách du lịch
Credits: 3
Prerequisites: TTM201

Description:
-Objective: The subject is aimed at providing a vital understanding of contemporary tourist behaviour and its application in a variety of sectors of tourism.
-Description: Students will acquire broad knowledge of consumer behavior in tourism and hospitality industry. They will be able to describe and explain tourist behaviors through the perspectives of human psychology.They can also determine the role of tourist behaviors in the process of tourism product development, quality management and other marketing decisions.
-Teaching Method:
Basic input will be given by the lecturer in order to initiate discussions on the relevant topics. Therefore, students are required to prepare the reading material in advance. In class, short group works will take place. This should further stimulate discussion between students and allow them to immediately apply theoretical knowledge to mini-case studies. Additionally, discussion should allow students to reflect on observations of own or (other) tourists’ behaviour and identify linkages with management and marketing of tourism (products).

Learning outcomes:
To explain the concept and models of consumer behavior in tourism and hospitality industry
To get insight into the how today’s consumers select, purchase, use and experience the tourism and hospitality products.
To identify different market segments and analyse the consumer behavior in different market and across the sectors in tourism and hospitality industry
To update with the development trend and controversial issues of tourism behaviour internationally and in Vietnam
To practice the professional attitude and skills of achieving understanding of consumer behavior before any decision in business decisions
To apply the understanding of the consumer behavior into product development, quality management and other marketing decisions in tourism

Student tasks:
- Students must attend at least 80% of contact slots in order to be accepted to the final examination.
- Student is responsible to do all exercises, assignments and labs given by instructor in class or at home and submit on time
- Use laptop in class only for learning purpose
- Promptly access to the FU CMS at http://flm.fpt.edu.vn for up-to-date course information

Tools:
- Internet

Materials:
description: Consumer behaviour in tourism
author: Susan Horner and John Swarbrook
publisher: Routledge, NewYork
published_date: 2020
edition: 4th
isbn: 9780367495596
description: The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism
author: Saurabh Kumar Dixit
publisher: Routledge
published_date: 2017

Assessments:
category: Case study analysis
type: on-going
weight: 20.0
duration: 30'
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: Presentation
knowledge_and_skill: Case study analysis and questions given with the case
grading_guide: All chapters
note: Students will work in group of 4-5 students and will be scheduled to be in charge of one case study given in the coursebook (allocated by instructors) which is related to the topics learnt in the earlier weeks. They have to analyse the case study by answering the questions given with the case.
category: Class participation and preparation
type: on-going
weight: 10.0
duration: During all courses
question_type: LO5
note: Participation grade will be given based on students' preparation, and quantity as well as quality of participation in classroom; quality of participation is demonstrated through asking relevant questions, making statements that add to and facilitate class discussion, and builds upon others’ comments. Class preparation and pre-reading before lecture will be assessed upon individuals' understanding and ability to answer questions in the class. Individuals will be called up randomly to be assessed.
category: Group assignment
type: on-going
weight: 20.0
duration: 2000 words
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: Written report and presentation
knowledge_and_skill: Tourism market to Vietnam: profile development and analysis
grading_guide: All chapters
note: Students will work in group of 4-5 students and will be given a tourism market to be in charge of. They are required to develop a detailed profile of the market and to analyse the consumer behavior of the market. Basing on the profile and analysis, suggestions for product development, marketing activities and quality management should be made.
category: Tests (2)
type: on-going
weight: 20.0
duration: 30' in class each test
question_type: Test 1: LO1, LO2
Test 2: LO3, LO4
no_question: Multiple choices
questions
Essay, Short questions
knowledge_and_skill: 25 MCQ or 5 short answer questions/test
grading_guide: Test 1: Chapter 1-6
Test 2: Chapter 7-13
note: In class, by instructors
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: MCQs
knowledge_and_skill: 50
note: by exam board,
using computer

Schedule:
session: -Course Overview
-Introduction to AI Integration in the course
-Part I: Context of tourist behaviour
materials: TTM203
session: Chapter 1: Introduction
materials: TTM203
session: Chapter 2: The history of tourist behaviour
The development of tourist behavior in a number of different regions of the world.
session: Chapter 2: The history of tourist behaviour (cont)
How certain types of tourism have developed over time.
session: Chapter 3: The main concepts and models in tourist behavior-Part 1
Theoretical bases
session: Chapter 3: The main concepts and models in tourist behavior-Part 1 (cont)
Theoretical bases (cont)
session: Chapter 3 The main concepts and models in tourist behavior Part 2
Tourist behaviour models
session: Chapter 3 The main concepts and models in tourist behavior Part 2
Tourist behaviour models (cont)
session: Student casestudy presentation and discussion 1: Part I
session: Student casestudy presentation and discussion 1: Part I (continue)
session: Part II: The purchase-decision process
Chapter 4: Motivators-Part 1
The number and range of motivators
The leisure motivation scale
session: Chapter 4: Motivators-Part 1 (cont)
Motivators and the individual tourist
Shared motivators
session: Chapter 4: Motivators-Part 2
Motivators and different market segments
Motivators and different types of tourism product
session: Chapter 4: Motivators-Part 2 (cont)
Motivators and the timing of purchase decisions
Discuss case (P. 83-86): Case study: Film- and TV-induced tourism in Europe: from ‘Braveheart’ to ‘Game of Thrones’
session: Chapter 5 Determinants
Personal determinants of tourist behavior
External determinants of tourist behavior
session: Chapter 5 Determinants (cont)
Other matters
Discuss case (PP. 105-106): Case study: CASE STUDY: TRAVEL MAGAZINES IN THE UK MARKET
session: Chapter 6 Models of the purchase decision-making process-Part 1
Tourism products and services
The complexity of consumer behaviour in tourism
session: Chapter 6 Models of the purchase decision-making process-Part 1 (cont)
The complexity of consumer behaviour in tourism (cont)
The tourist decision-making process
session: Chapter 6 Models of the purchase decision-making process-Part 2
Models of purchase decision-making in tourism
A critique of purchase-decision models in tourism
session: Chapter 6 Models of the purchase decision-making process-Part 2 (cont)
Purchase decision-making and marketing in tourism
Discuss case (PP. 122-126): Case study: Music festivals – a global phenomenon
session: Student casestudy presentation and discussion 2: Part II
session: Student casestudy presentation and discussion 2: Part II (cont)
session: Part I and II Review and Test 1
session: Group assignment guide 1
session: Part III:Typologies of tourist behavior
Chapter 7 Typologies of tourist behaviour and segmentation of the tourism market
Academic typologies
session: Chapter 7 Typologies of tourist behaviour and segmentation of the tourism market (cont)
Market segmentation
session: Part IV: Tourism demand and markets
Chapter 8 The global pattern of tourism demand
Current situation of tourism demand
Factors that influence global demand
session: Chapter 8 The global pattern of tourism demand (cont)
The future pattern of global tourism demand
Discuss case (PP. 169-173): Case study: Levels of domestic tourism around the world
session: Chapter 9 National differences Domestic, inbound and outbound tourism markets
Inbound and outbound tourism receipts
session: Chapter 9 National differences Domestic, inbound and outbound tourism markets (cont)
National differences in tourism markets
session: Chapter 10 The nature of demand in different segments of the tourism market-Part 1
family market
hedonistic tourists
backpacker market
session: Chapter 10 The nature of demand in different segments of the tourism market-Part 1 (cont)
visiting friends and relatives (VFR)
excursionists or day-trippers
educational tourists
session: Chapter 10 The nature of demand in different segments of the tourism market-Part 2
religious tourists
‘snowbird’ market
ethnic minority tourists
tourists with disabilities
social tourism
session: Chapter 10 The nature of demand in different segments of the tourism market-Part 2 (cont)
short-break market
cruise tourist
film- and TV-induced tourism
second homeowners as tourists.
session: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 1
Consumer behaviour in different sectors of tourism
session: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 1 (cont)
Consumer behaviour in different sectors of tourism (cont)
session: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 2
Differences within individual sectors of tourism
session: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 2 (cont)
Differences within individual sectors of tourism (cont)
session: Student casestudy presentation and discussion 3: Part III and IV
session: Student casestudy presentation and discussion 3: Part III and IV (cont)
session: Part V: Consumer behavior and marketing
Chapter 12 Researching tourist behaviour Marketing research
Marketing research in tourism
Methods of marketing research
session: Chapter 12 Researching tourist behaviour Marketing research (cont)
Methods of marketing research (cont)
session: Chapter 13 The marketing mix and tourist behaviour
PRODUCT – tangible aspects, service element, branding
session: Chapter 13 The marketing mix and tourist behaviour (cont)
PRICE – discounting, value for money
session: Chapter 13 The marketing mix and tourist behaviour (cont)
PLACE – the role of intermediaries, direct sell
session: Chapter 13 The marketing mix and tourist behaviour (cont)
PROMOTION – advertising, brochures, sales promotions, online and mobile advertising.
session: Part III, IV and V Review and Test 2
session: Group assignment guide 2
session: Topic 11: Topical issues in tourist behaviour
Climate change, sustainability and tourist behavior
Crises, natural disasters and tourist behaviour
session: Topic 11: Topical issues in tourist behaviour (cont)
The role of information and communication technologies in tourism
session: Topic 11: Topical issues in tourist behaviour (cont)
Tourists buy experiences not products
session: Topic 11: Topical issues in tourist behaviour (cont)
The cruise market
session: Student casestudy presentation and discussion 4: Part V
session: Student casestudy presentation and discussion 4: Part V (cont)
session: Group project presentation 1
session: Group project presentation 1 (cont)
session: Group project presentation 2
session: Group project presentation 2 (cont)
session: Revision
Group assignment submission
session: Revision (cont)