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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%