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    G5-SOW Unit 20 TCB ITTM

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    Palak Shah
    This unit aims to examine the factors that influence tourism consumer behavior and attitudes, demonstrate the ability to map the tourism consumer decision-making process, and evaluate research methods used to understand consumer decision-making. Over 14 weeks, topics will include cultural, social, and psychological factors affecting consumer behavior; motivational theories; the consumer decision-making process; how digital technology is changing consumer trends; mapping the consumer journey; and comparing business-to-business and business-to-consumer decision-making. Activities will provide opportunities to discuss industry challenges, analyze consumer behavior examples, and receive formative feedback on coursework assignments.

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    G5-SOW Unit 20 TCB ITTM

    Uploaded by

    Palak Shah
    154 views2 pages
    This unit aims to examine the factors that influence tourism consumer behavior and attitudes, demonstrate the ability to map the tourism consumer decision-making process, and evaluate research methods used to understand consumer decision-making. Over 14 weeks, topics will include cultural, social, and psychological factors affecting consumer behavior; motivational theories; the consumer decision-making process; how digital technology is changing consumer trends; mapping the consumer journey; and comparing business-to-business and business-to-consumer decision-making. Activities will provide opportunities to discuss industry challenges, analyze consumer behavior examples, and receive formative feedback on coursework assignments.

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    Scheme of Work

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    This unit aims to examine the factors that influence tourism consumer behavior and attitudes, demonstrate the ability to map the tourism consumer decision-making process, and evaluate research methods used to understand consumer decision-making. Over 14 weeks, topics will include cultural, social, and psychological factors affecting consumer behavior; motivational theories; the consumer decision-making process; how digital technology is changing consumer trends; mapping the consumer journey; and comparing business-to-business and business-to-consumer decision-making. Activities will provide opportunities to discuss industry challenges, analyze consumer behavior examples, and receive formative feedback on coursework assignments.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    154 views2 pages

    G5-SOW Unit 20 TCB ITTM

    Uploaded by

    Palak Shah
    This unit aims to examine the factors that influence tourism consumer behavior and attitudes, demonstrate the ability to map the tourism consumer decision-making process, and evaluate research methods used to understand consumer decision-making. Over 14 weeks, topics will include cultural, social, and psychological factors affecting consumer behavior; motivational theories; the consumer decision-making process; how digital technology is changing consumer trends; mapping the consumer journey; and comparing business-to-business and business-to-consumer decision-making. Activities will provide opportunities to discuss industry challenges, analyze consumer behavior examples, and receive formative feedback on coursework assignments.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    ICON College of Technology and Management

    BTEC HND in International Travel and Tourism Management (RQF)


    Unit 20: Tourism Consumer Behaviour and Insight (L5)
    Schedule of Work Session: September 2019
    This unit is aimed at achieving the following learning outcomes:

    LO1. Examine the factors that influence tourism consumer behaviour and attitudes
    LO2. Demonstrate the ability to map a path to purchase in a tourism context, including the decision-making process
    LO3. Evaluate appropriate forms of research to understand influences on the tourism consumer decision-making
    process
    LO4. Evaluate how marketers influence the different stages of the tourism consumer decision-making process

    Session Indicative Contents and Lectures Activity


    Week 1
    Introduction to the unit’s content, an overview of assessment within • Group discussion on how
    the unit and the relevance of the topic within travel and tourism. consumer responds to
    various marketing efforts
    Introduction on Consumer Behaviour within the context of Tourism in t&t/hospitality industry
    and hospitality Industry with various examples

    Week 2 • Short activity: Explore


    Investigate the different cultural, social, personal and psychological what motivates
    factors that influence consumer behavior and attitudes within a purchasing services in t&t
    tourism and hospitality context and hospitality industry
    Motivators of consumer behaviour • Discussion on consumer
    Relevant motivational theories – Maslow, Dann, Plog trends

    Week 3 • Students discussion on


    Consumer decision making process the challenges faced by
    Types of buying behaviour hospitality and tourism
    Service delivery in the hospitality and tourism industry industry in providing
    quality service delivery
    • Tutorials on coursework
    assignment
    Week 4 • Discussion on
    Consumer trends in travel and tourism& hospitality industry personalization in
    hospitality and tourism
    How consumer trends are changing due to the impact of digital industry using own
    technology experience
    • Formative feedback
    Week 5
    Factors influence consumer behaviour • Class activity on
    Consumer decision making journey consumer mapping
    Models of consumer behaviour • Tutorial on academic
    Challenges of quality service delivery writing
    Emerging trends affecting the tourism and hospitality Industry • Formative feedback

    Week 6 • Class discussion on


    Consumer journey mapping customer journey points in
    Marketers to map a path to purchase tourism or hospitality
    Customer touch point industry
    Benefits of customer journey point
    • Formative feedback
    Week 7 • Discuss why is it important
    Type of consumer decision making for marketers
    Models of consumer behavior to map a path to purchase
    Factors influencing decision • Formative feedback

    1|Page
    Week 8 • Class discussion in B2B
    Concept of B2C and B2B Vs B2C decision making
    Difference between B2B and B2C Consumer Buying decision process process
    Stages in the buying process (Kotler) Industry Vs Consumer • Formative feedback

    Week 9 • Class discussion on B2C


    Market Research and B2B Market Research
    Marketing Research and it’s process • Formative feedback
    Significance of Marketing Information
    Sources of Marketing Information

    Week 10
    Approaches to Market research • Activity on measuring
    The Marketing Information System (MIS) Consumer learning
    Marketing Research Process • Coursework tutorials
    consumer learning and theories of consumer learning • Formative feedback
    Aspects of Consumer Perception
    Brand loyalty
    Week 11 • Discussion on how
    Elements of Consumer Learning organisations in service
    Behavioral Learning Theories industry use an
    Strategic Application of Classical Conditioning understanding of buyer
    Types of Reinforcement behavior to influence the
    Marketers influencing consumer decision making decision–making process

    Week 12
    Ccultural influence on consumer behavior • Class discussion on
    Forms of Cultural learning Impact of Opinion Leaders
    How culture influence consumer behavior • Formative feedback
    Role of Opinion Leaders in influencing purchase decision

    Week 13 Revision and Feedback Formative feedback

    Week 14 Study week and preparations for assignment submission and Exams

    Recommended reading
    Books
    • DIXIT, K. (2017) The Routledge Handbook of Consumer Behaviour in Hospitality and Tourism. 1st
    ed. Oxford: Routledge.
    • Kotler, P. & Armstrong, G. 2009. Principles of Marketing. Pearson Education. Thirteenth Edition.
    New Jersey.
    • MORRISON, A. (2018) Managing and Marketing Tourism Destinations. 2nd ed. Orford: Routledge.
    • SCHIFFMAN, L. G., et al., 2007. Consumer Behavior. 9th ed. New Jersey: Prentice Hall.
    • SOLOMON, M., et al., 2006. Consumer Behaviour: A European Perspective. 3rd ed. Harlow:
    Prentice Hall.
    • SWARBOOE, J. and HORNER, S. (2016) Consumer Behaviour in Tourism. 3rd ed. Oxford:
    Routledge.

    Websites:
    www.destinationmarketing.org Destination Marketing Association International(General
    reference)
    www.eyefortravel.com Eye for Travel social Media and Marketing (General
    Reference)
    2|Page

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