[major=BBA_HM | course_id=TTM203 | syllabus_id=13234 | semester=7 | combo=HM_COM4 | title=Consumer behavior in Tourism]
Course ID: TTM203
Title EN: Consumer behavior in Tourism
Title VI: Hành vi khách du lịch
Credits: 3.0
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).
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
Course type: traditional
Decision: 932/QĐ-ĐHFPT dated 08/22/2025
Approved date: 2025-08-22
CLO1: To explain the concept and models of consumer behavior in tourism and hospitality industry
[1] category=Case study analysis; type=on-going; weight=20.0; duration=30'; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=All chapters; completion_criteria=; clos=>0
[2] category=Class participation and preparation; type=on-going; weight=10.0; duration=During all courses; question_type=LO5; grading_guide=; completion_criteria=; clos=>0
[3] category=Group assignment; type=on-going; weight=20.0; duration=2000 words; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=All chapters; completion_criteria=; clos=>0
[4] 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; grading_guide=Test 1: Chapter 1-6
Test 2: Chapter 7-13; completion_criteria=; clos=>0
[5] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=; completion_criteria=; clos=4
[1] desc=Consumer behaviour in tourism; author=Susan Horner and John Swarbrook; publisher=Routledge, NewYork; edition=4th; isbn=9780367495596; main=True; online=; note=
[2] desc=The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism; author=Saurabh Kumar Dixit; publisher=Routledge; edition=; isbn=; main=; online=; note=
Session 1: -Course Overview
-Introduction to AI Integration in the course
-Part I: Context of tourist behaviour
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Review TTM201
- Read slides
Materials: TTM203
Tasks: Guidance on AI activities, teaching methods, and assessment strategies: https://drive.google.com/drive/folders/1BNbJLUrw_WkjZpDrO80JegegwFv8umCs?usp=sharing
Download: https://flm.fpt.edu.vn/gui/role/student/Download learning materials and ask relevant questions.

Session 2: Chapter 1: Introduction
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Read Chapter 1
Materials: TTM203
Download: Review Chapter 1 Discussion

Session 3: Chapter 2: The history of tourist behaviour
The development of tourist behavior in a number of different regions of the world.
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: Review chapter 2
Download: Review Chapter 2
Discussion

Session 4: Chapter 2: The history of tourist behaviour (cont)
How certain types of tourism have developed over time.
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: Review chapter 2
Download: Review Chapter 2
Discussion
CLO2: To get insight into the how today’s consumers select, purchase, use and experience the tourism and hospitality products.
Session 1: Chapter 3: The main concepts and models in tourist behavior-Part 1
Theoretical bases
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Read Chapter 3
- Read slides
Download: Review Chapter 3
Discussion

Session 2: Chapter 3: The main concepts and models in tourist behavior-Part 1 (cont)
Theoretical bases (cont)
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Read Chapter 3
- Read slides
Download: Review Chapter 3
Discussion

Session 3: Chapter 3 The main concepts and models in tourist behavior Part 2
Tourist behaviour models
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Read Chapter 3
- Read slides
Download: Review Chapter 3
Presentation and discussion

Session 4: Chapter 3 The main concepts and models in tourist behavior Part 2
Tourist behaviour models (cont)
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Read Chapter 3
- Read slides
Download: Review Chapter 3
Presentation and discussion
CLO3: To identify different market segments and analyse the consumer behavior in different market and across the sectors in tourism and hospitality industry
Session 1: Student casestudy presentation and discussion 1: Part I
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Read Chapter 1-3
- Read slides
Download: Review Chapter 1-3
Presentation and discussion

Session 2: Student casestudy presentation and discussion 1: Part I (continue)
Topic: Offline; Teaching type: LO1, LO5; LO: 
ITU: - Read Chapter 1-3
- Read slides
Download: Review Chapter 1-3
Presentation and discussion

Session 3: Part II: The purchase-decision process
Chapter 4: Motivators-Part 1
The number and range of motivators
The leisure motivation scale
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 4
- Read slides
Download: Review Chapter 4 Discussion

Session 4: Chapter 4: Motivators-Part 1 (cont)
Motivators and the individual tourist
Shared motivators
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 4
- Read slides
Download: Review Chapter 4 Discussion
CLO4: To update with the development trend and controversial issues of tourism behaviour internationally and in Vietnam
Session 1: Chapter 4: Motivators-Part 2
Motivators and different market segments
Motivators and different types of tourism product
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 4
- Read slides
Download: Review Chapter 4
Presentation and discussion

Session 2: 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’
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 4
- Read slides
Download: Review Chapter 4
Presentation and discussion

Session 3: Chapter 5 Determinants
Personal determinants of tourist behavior
External determinants of tourist behavior
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 5
- Read slides
Download: Review Chapter 5
Discussion

Session 4: Chapter 5 Determinants (cont)
Other matters
Discuss case (PP. 105-106): Case study: CASE STUDY: TRAVEL MAGAZINES IN THE UK MARKET
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 5
- Read slides
Download: Review Chapter 5
Discussion
CLO5: To practice the professional attitude and skills of achieving understanding of consumer behavior before any decision in business decisions
Session 1: Chapter 6 Models of the purchase decision-making process-Part 1
Tourism products and services
The complexity of consumer behaviour in tourism
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 6
- Read slides
Download: Review Chapter 6
Discussion

Session 2: 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
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 6
- Read slides
Download: Review Chapter 6
Discussion

Session 3: 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
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 6
- Read slides
Download: Review Chapter 6
Presentation and discussion

Session 4: 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
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 6
- Read slides
Download: Review Chapter 6
Presentation and discussion
CLO6: To apply the understanding of the consumer behavior into product development, quality management and other marketing decisions in tourism
Session 1: Student casestudy presentation and discussion 2: Part II
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 4-6
- Read slides
Download: Review Chapter 4-6
Presentation and discussion

Session 2: Student casestudy presentation and discussion 2: Part II (cont)
Topic: Offline; Teaching type: LO2, LO5, LO6; LO: 
ITU: - Read Chapter 4-6
- Read slides
Download: Review Chapter 4-6
Presentation and discussion

Session 3: Part I and II Review and Test 1
Topic: Offline; Teaching type: LO1, LO2, LO5, LO6; LO: 
ITU: Review Chapter 1-6
Download: Review Chapter 1-4
Discussion and Test

Session 4: Group assignment guide 1
Topic: Offline; Teaching type: LO1, LO2, LO5, LO6; LO: 
ITU: Review Chapter 1-6
Download: Review Chapter 1-4
Discussion and Test
Session 1: Part III:Typologies of tourist behavior
Chapter 7 Typologies of tourist behaviour and segmentation of the tourism market
Academic typologies
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 7
- Read slides
Download: Review Chapter 7
Discussion

Session 2: Chapter 7 Typologies of tourist behaviour and segmentation of the tourism market (cont)
Market segmentation
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 7
- Read slides
Download: Review Chapter 7
Discussion

Session 3: Part IV: Tourism demand and markets
Chapter 8 The global pattern of tourism demand
Current situation of tourism demand
Factors that influence global demand
Topic: Offline; Teaching type: LO3,LO5, LO6; LO: 
ITU: - Read Chapter 8
- Read slides
Download: Review Chapter 8
Discussion

Session 4: 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
Topic: Offline; Teaching type: LO3,LO5, LO6; LO: 
ITU: - Read Chapter 8
- Read slides
Download: Review Chapter 8
Discussion
Session 1: Chapter 9 National differences Domestic, inbound and outbound tourism markets
Inbound and outbound tourism receipts
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 9
- Read slides
Download: Review Chapter 9
Presentation and discussion

Session 2: Chapter 9 National differences Domestic, inbound and outbound tourism markets (cont)
National differences in tourism markets
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 9
- Read slides
Download: Review Chapter 9
Presentation and discussion

Session 3: Chapter 10 The nature of demand in different segments of the tourism market-Part 1
family market
hedonistic tourists
backpacker market
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 10
- Read slides
Download: Review Chapter 10
Discussion

Session 4: 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
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 10
- Read slides
Download: Review Chapter 10
Discussion
Session 1: 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
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 10
- Read slides
Download: Review Chapter 10
Presentation and discussion

Session 2: 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.
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 10
- Read slides
Download: Review Chapter 10
Presentation and discussion

Session 3: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 1
Consumer behaviour in different sectors of tourism
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 11
- Read slides
Download: Review Chapter 11
Discussion

Session 4: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 1 (cont)
Consumer behaviour in different sectors of tourism (cont)
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 11
- Read slides
Download: Review Chapter 11
Discussion
Session 1: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 2
Differences within individual sectors of tourism
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 11
- Read slides
Download: Review Chapter 11
Presentation and discussion

Session 2: Chapter 11 Consumer behaviour and purchase experiences in the different sectors of tourism-Part 2 (cont)
Differences within individual sectors of tourism (cont)
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 11
- Read slides
Download: Review Chapter 11
Presentation and discussion

Session 3: Student casestudy presentation and discussion 3: Part III and IV
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 7-10
- Read slides
Download: Review Chapter 7-10
Presentation and discussion

Session 4: Student casestudy presentation and discussion 3: Part III and IV (cont)
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: - Read Chapter 7-10
- Read slides
Download: Review Chapter 7-10
Presentation and discussion
Session 1: Part V: Consumer behavior and marketing
Chapter 12 Researching tourist behaviour Marketing research
Marketing research in tourism
Methods of marketing research
Topic: Offline; Teaching type: LO5, LO6; LO: 
ITU: - Read Chapter 12
- Read slides
Download: Review Chapter 12
Discussion

Session 2: Chapter 12 Researching tourist behaviour Marketing research (cont)
Methods of marketing research (cont)
Topic: Offline; Teaching type: LO5, LO6; LO: 
ITU: - Read Chapter 12
- Read slides
Download: Review Chapter 12
Discussion

Session 3: Chapter 13 The marketing mix and tourist behaviour
PRODUCT – tangible aspects, service element, branding
Topic: Offline; Teaching type: LO5, LO6; LO: 
ITU: - Read Chapter 13
- Read slides
Download: Review Chapter 13
Presentation and discussion

Session 4: Chapter 13 The marketing mix and tourist behaviour (cont)
PRICE – discounting, value for money
Topic: Offline; Teaching type: LO5, LO6; LO: 
ITU: - Read Chapter 13
- Read slides
Download: Review Chapter 13
Presentation and discussion
Session 1: Chapter 13 The marketing mix and tourist behaviour (cont)
PLACE – the role of intermediaries, direct sell
Topic: Offline; Teaching type: LO5, LO6; LO: 
ITU: - Read Chapter 13
- Read slides
Download: Review Chapter 13
Discussion

Session 2: Chapter 13 The marketing mix and tourist behaviour (cont)
PROMOTION – advertising, brochures, sales promotions, online and mobile advertising.
Topic: Offline; Teaching type: LO5, LO6; LO: 
ITU: - Read Chapter 13
- Read slides
Download: Review Chapter 13
Discussion

Session 3: Part III, IV and V Review and Test 2
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU: Review Chapter 7-13
Download: Review Chapter 7 - 13
Discussion and Test

Session 4: Group assignment guide 2
Topic: Offline; Teaching type: LO3, LO5, LO6; LO: 
ITU:
Session 1: Topic 11: Topical issues in tourist behaviour
Climate change, sustainability and tourist behavior
Crises, natural disasters and tourist behaviour
Topic: Offline; Teaching type: LO4, LO5, LO6; LO: 
ITU: - Read Chapter 14 - 18
- Read slides
Download: Review Chapter 14 - 18
Discussion

Session 2: Topic 11: Topical issues in tourist behaviour (cont)
The role of information and communication technologies in tourism
Topic: Offline; Teaching type: LO4, LO5, LO6; LO: 
ITU: - Read Chapter 14 - 18
- Read slides
Download: Review Chapter 14 - 18
Discussion

Session 3: Topic 11: Topical issues in tourist behaviour (cont)
Tourists buy experiences not products
Topic: Offline; Teaching type: LO4, LO5, LO6; LO: 
ITU: - Read Chapter 14 -18
- Read slides
Download: Review Chapter 14 - 18
Presentation and Discussion

Session 4: Topic 11: Topical issues in tourist behaviour (cont)
The cruise market
Topic: Offline; Teaching type: LO4, LO5, LO6; LO: 
ITU: - Read Chapter 14 -18
- Read slides
Download: Review Chapter 14 - 18
Presentation and Discussion
Session 1: Student casestudy presentation and discussion 4: Part V
Topic: Offline; Teaching type: LO3, LO4, LO5, LO6; LO: 
ITU: - Read Chapter 12 - 18
- Read slides
Download: Review Chapter 12 - 18
Presentation and discussion

Session 2: Student casestudy presentation and discussion 4: Part V (cont)
Topic: Offline; Teaching type: LO3, LO4, LO5, LO6; LO: 
ITU: - Read Chapter 12 - 18
- Read slides
Download: Review Chapter 12 - 18
Presentation and discussion

Session 3: Group project presentation 1
Topic: Offline; Teaching type: All LOs; LO: 
ITU: Review all chapters
Download: Review all chapters
Discussion

Session 4: Group project presentation 1 (cont)
Topic: Offline; Teaching type: All LOs; LO: 
ITU: Review all chapters
Download: Review all chapters
Discussion
Session 1: Group project presentation 2
Topic: Offline; Teaching type: All LOs; LO: 
ITU: Review all chapters
Download: Review all chapters
Discussion

Session 2: Group project presentation 2 (cont)
Topic: Offline; Teaching type: All LOs; LO: 
ITU: Review all chapters
Download: Review all chapters
Discussion

Session 3: Revision
Group assignment submission
Topic: Offline; Teaching type: All LOs; LO: 
ITU: All chapters
Download: Review All chapters
Discussion

Session 4: Revision (cont)
Topic: Offline; Teaching type: All LOs; LO: 
ITU: All chapters
Download: Review All chapters
Discussion