• TFMK3003
• Consumer Behav. in Tour. Mktg.

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.

This module aims to develop an understanding of the process of consumer choice in the tourism context, its determinants, and its implications for tourism marketing strategy.

Unit 1. Introduction to the Diversity of Consumer Behaviour Unit 2. Process of Tourism Consumer Decision Unit 3. Consumer Motivation Unit 4. Individual Consumer Influences on Choice - Personality Strategies Unit 5. Individual Consumer Influences on Choice - Perception and Learning Unit 6. Consumer Influences - The Family Unit 7. Consumer Influences - Social Class Unit 8. Consumer Influences - Culture Unit 9. Case Study- Consumer Survey (Marketing Aspects of Consumer Purchase Behaviour and Customer Satisfaction) Unit 10. Post purchase Processes and Consumer Satisfaction Unit 11. Seminars and Presentations Unit 12. Review and Revision