XTO-13306 Consumer Behaviour & Marketing Management

Course

Credits 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 the course the student is 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:

- written examination with open questions (75%);
- group assignments (25%).

Literature:

- to be determined;
- reader with examples of research publications.