1. COURSE DESCRIPTION
Consumer behavior and psychology in hospitality course provides knowledge about consumer psychology and consumer behavior before and after the travel experience from both a conceptual and a practical perspective. This course also provides an overview of consumer behavior and psychology in hospitality industry. The factors influencing behavior; knowledge and involvement, attention and comprehension, attitudes and intentions; decision‐making behavior; classical and operant learning; cultural influences and reference groups will be exposed to the student.
Consumer behavior and psychology in hospitality course will be conducted through a mix of cases, discussions, lectures, guest speakers, individual assignments, and group projects. Materials from a variety of sources and settings will be used during the course. By taking this course, students are expected to understand about and to improve their ability to:
- Explore about hospitality psychology and consumer behavior before and after the travel experience from a conceptual perspective.
- Explore about hospitality psychology and consumer behavior before and after the travel experience from a practical perspective.
- Analyze consumer behavior and psychology in hospitality industry.
- Examine influencing behavior of tourists.
- Analyze cultural influences and reference groups of tourists.
The main topics of the course are:
- Consumer behavior basics; Tourist Behavior; Sources of travel behavior data; Types of sources / studies in tourism and leisure
- Psychological Concepts: Motivation, Attitudes, Awareness & Images; Acceptance
- Information Behavior, Choice, and Decision
- Marketing and Industry issues: Segmentation, Brands; Advertising to meet the needs and wants of tourists
2. COURSE CONTENTS
|
No. |
Content |
Time Allocation |
Contribution to CLO |
|||
|
Hour(s) on the class |
Essays, Assignments, Teamwork |
Self-study with teacher’s tutorials |
||||
|
Lecture |
Practice, Seminar |
|||||
|
1- 2 |
Chapter 1: Introduction to Consumer Psychology and Behavior in hospitality |
4 |
0 |
0 |
10.5 |
1,2,3,6,7,8,9,10 |
|
3-4 |
Chapter 2: Purchase Decision Process of Consumer in hospitality |
4 |
3 |
4.5 |
12 |
3,4,6,7,8,9,10 |
|
5-6 |
Chapter 3: Market and Consumer research in hospitality |
4 |
0 |
4.5 |
12 |
3,4,6,7,8,9,10 |
|
7-8 |
Chapter 4: Consumer Demand and Markets Midterm exam |
4 |
3 |
4.5 |
12 |
5,6,7,8,9,10 |
|
9-10 |
Chapter 5 Hospitality Segmentation |
4 |
3 |
4.5 |
12 |
5,6,7,8,9,10 |
|
11- 12 |
Chapter 6: Understand Personality of Consumer |
4 |
3 |
4.5 |
12 |
5,6,7,8,9,10 |
|
13-15 |
Chapter 7: Understand Values, Attitudes, Moods and Emotions of Consumer Presentation |
6 |
3 |
0 |
12 |
5,6,7,8,9,10 |
|
Total |
30 |
15 |
22.5 |
82.5 |
||
3. COURSE ASSESSMENT
– Score ladder: 10
– Type of assessment
|
Form |
Content |
Criteria |
CLO |
Option 1 |
Option 2 |
Option 3 |
|
|
Formative |
Attendance |
|
The number of attendances and participation in lesson |
8 |
10% |
10% |
10% |
|
Mid-term Assignment 1: Quiz |
Chapter 1, 2, 3, |
Quick test, 45 minutes |
1,2,3,4,5,6,8 |
15% |
15% |
|
|
|
Mid-term Assignment 1: Report |
Chapter 1, 2, 3, |
Individual Report |
1,2,3,4,5,6,8 |
15% |
|
15% |
|
|
Mid-term Assignment 2 |
Chapter 1, 2, 3, 4, 5, 6,7 |
Group presentation |
1,2,3,4,5,6,7,8 |
|
15% |
15% |
|
|
Summative |
Final test |
Chapter 1,2,3,4,5,6,7 |
MCQ + writing (60 – 90 mins) |
1,2,3,4,5,6,8,10 |
|
60% |
60% |
|
Assignment_3: Group Written Report |
1, 2, 3, 4, 5, 6, 7, 8, 9, 10 |
60% |
|
|
|||
|
|
|
|
Total: |
100% |
100% |
100% |
|