BTH 223 BTH 223: CONSUMER BEHAVIOUR IN TOURISM AND HOSPITALITY
Credit hours: 3 hours
Purpose of the course
The purpose of this course is to enable the tourism and hospitality students understand the behaviours of tourists and guests who are the consumers of the products offered in the industry.
Expected learning outcomes
1. Comprehend the concepts in consumer behaviour.
2. Understand the role of consumer behaviour in marketing.
3. Understand how tourists make purchase decisions and their link to market segmentation.
4. Identify the diverse market segments in hospitality and tourism and the similarities and differences in demand characteristics between the different sectors of the industry.
5. Acknowledge the marketing mix in relation to consumer behaviour and appreciate the link between quality and tourist satisfaction.
Course content;
Introduction: Definitions and scope of consumer behaviour; customer value, satisfaction and retention. Information processing model, perception, learning and memory; process. Factors that influence consumer behaviour: Culture, Social, Personal and Psychological. Emotions, Mood, Involvement and Self-Image. Consumer decision making process; Types of buying decision behaviour, Decision traps. Diffusion of innovation; diffusion process; adoption process. Consumer behaviour Models. Public Policy and Consumer advocacy; Consumer Behaviour and Society. characteristics of consumer types. Types of purchases and Dissonance. Differentiation. Shoppers: types, Choice decisions and the shopping process and strategies, Models of choice: Disjunctive, conjunctive and Compensatory expectancy model. Approaches used to grab consumers attention. Diversity in consumer behaviour.
Mode of delivery
This course will be delivered through;
Lectures, Group Discussions, Presentations, Blended Learning and Field Work.
Instructional materials
Chalk/ white boards; LCD projectors, Resource persons, text books, journals
Course assessment
Course work 30%
Examinations 70%
Total 100%
Core reading materials
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer Behaviour : Building Marketing Strategy (11th ed.). Boston, MA: McGraw-Hill/Irwin.
Kardes, F. R., Cronley, M. L., & Cline, T. W. (2011). Consumer Behaviour. Mason, Ohio: South-Western Cengage Learning.
Solomon, M. R. (2011). Consumer Behaviour : Buying, Having, and Being (9th ed.). Boston, MA: Prentice Hall.
Recommended reference materials
Khan, M. (2006). Consumer Behaviour and Advertising Management. New Delhi: New Age
International (P) Ltd., Publishers.
Swarbrooke, J., & Horner, S. (2007). Consumer Behaviour in Tourism (2nd ed.). Massachusetts: Elsevier Limited.
BTM 491/BHM 491 BTM 491/BHM 491: RESEARCH PROJECT II
Field collection of data for the research proposal developed under BTM 490, analysis of data, presentation of the findings, conclusions, recommendations, limitations of the study and suggestions for further research. The candidate should submit a research report that consolidates the output of BTM 490 and BTM 491 for marking and grading.