XTO-13306 Consumer Behaviour & Marketing Management

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Studiepunten 6.00

Language of instruction:

English

Contents:

In this course the tourism destination is viewed as a profit based complex organization of interacting enterprises. The interactions among the enterprises, the interactions between the complex and the environment and the interactions between the complex / the enterprises and the customers are described from the viewpoint of creating added value to the destination in order to create valuable experiences for the tourist.

Learning outcomes:

After successful completion of this course students are expected to be able to:
- appraise touristic issues from a strategic market orientation;
- apply key concepts of marketing for tourism services;
- apply consumer decision making for tourism and touristic destinations;
- explain principles of customer segments/typologies for tourism;
- apply the concept of creating added value in tourism destinations;
- interpret the tension between cooperation and competition between various actors in tourism complexes;
- analyze the trade-off between economic, social en ecological consequences of tourism.

Activities:

- lectures;
- tutorials;
- excursion.

Examination:

Course is assessed by written open questions exam and group paper and group presentation.
IF exam grade exceeds 5.50: group work counts 40%, exam counts 60%. Else exam counts 100%.

Literature:

To be determined.
Reader with examples of research publications.