The theoretical and conceptual analysis of consumption is central to understanding not only marketing management but also the tourists place as a consumer in a complex economic system. It is essential that tourism managers be knowledgeable about the wider issues concerning hospitality consumer behaviour arising from changes in the marketing environment. As an innovator, and entrepreneur, the tourism manager must be an effective agent of change within the organisation. This module will develop a manager's ability to effectively analyse how hospitality consumers respond to marketing actions and strategies.
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