Module Details

Module Code: TOUR7006
Title: Tourist Consumer Behaviour
Long Title: Tourist Consumer Behaviour
NFQ Level: Intermediate
Valid From: Semester 1 - 2018/19 ( September 2018 )
Duration: 1 Semester
Credits: 5
Field of Study: 8120 - Tourism
Module Delivered in: 1 programme(s)
Module Description: This module investigates the theoretical frameworks derived primarily from the marketing discipline that underpins patterns of consumer demand and usage. It incorportes models and concepts drawn from mainstream marketing, tourism marketing and the social sciences, thereby forming a comprehensive understanding of tourist consumer demand. In addition, current global trends in tourist consumer behaviour is also included with a particular emphasis on changing demographics and its impact on tourism behaviour.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Critically examine the elements of the tourism decision making process.
LO2 Critically appraise the models of tourist motivation and identify the different types of contemporary tourist behaviour.
LO3 Examine the social, cultural, political and economic forces that influence the growth and demand for tourism.
LO4 Critically assess the importance of market segmentation and targeting for tourism businesses.
LO5 Examine the psychological and sociological issues in consumer behaviour and the impact of these on tourist buying behaviour.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
No incompatible modules listed
Co-requisite Modules
No Co-requisite modules listed
Requirements

This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
No requirements listed
 
Indicative Content
Tourism Demand Process
Examine in detail the tourism demand process. The model of buyer behaviour - marketing stimuli; other stimuli; buyers characteristics; buyers responses.
Tourism Motivation and Behaviour
Examining models of tourism consumer behaviour including; Pearce's (1985) Travel Career Ladder and Pattern; Dann's (1977) Push and Pull Theory; Beard & Ragheb's (1981) Leisure Motivation Pattern. Tourist typologies and intrinsic Vs extrinsic demand.
Social, Cultural, Demographic, Political and Economic Forces Impacting Tourism Behaviour
Factors influencing tourism behaviour including; Social (reference groups, family, roles and status); Cultural (culture, subculture and social class); Demographic (age and lifecycle stage); Political (regulations, laws, restrictions and unrest) and Economic (disposable income, recession, inflation etc).
Market Segmentation
Market segmentation: geographical, socioeconomic & demographic, psychographic & behavioristic segmentation; Nature of demand in various market segments.
Psychological Issues in Consumer Behaviour
Drive, motivation, risks, uncertainty, personality, perception, learning, attitude formation and change.
Patterns of Tourism Consumption
Examine trends in tourism consumption and the implications of these for tourism providers.
Module Content & Assessment
Assessment Breakdown%
Coursework30.00%
End of Module Formal Examination70.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 30
Timing Week 10 Learning Outcomes 1,2,4
Assessment Description
Market Research Project
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 70
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
Essay style question to examine the interpretation and application of the theory.
Reassessment Requirement
Repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.

The University reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory based content Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Research and reading Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
Workload: Part Time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Theory based Content Every Week 4.00 4
Independent & Directed Learning (Non-contact) Non Contact Research and Reading Every Week 3.00 3
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 4.00
 
Module Resources
Recommended Book Resources
  • Blythe, J.. (2013), Consumer Behaviour, 2nd. Sage Publications, London, [ISBN: 9781844803811].
  • Swarbrooke, J. & S. Horner. (2010), Consumer Behaviour in Tourism, 2nd. Butterworth - Heinemann, Oxford, UK., [ISBN: 9780750667357].
  • Michael Solomon. (2010), Consumer behaviour: A European Perspective, 4th. Financial Times/Prentice-Hall, Harlow, [ISBN: 9780273687522].
  • Schiffman L. & J. Wisenbilt. (2014), Consumer behavior, 11th. Pearson Education, New Jersey, [ISBN: 0135053013].
Supplementary Book Resources
  • Kotler, J., J. Bowen & J. Makens. (2010), Marketing for Hospiality and Tourism, 6th. Pearson Higher Education, New Jersey, [ISBN: 9780134151922].
  • Graham. (2010), Critical Thinking in Consumer Behaviour, 2nd. Pearson Ed. Limited, Essex, England, [ISBN: 9780136027164].
  • Horner, S., & J. Swarbrooke. (1999), Consumer Behaviour in Tourism, Butterworth-Heinemann, Oxford, [ISBN: 0750632836].
  • Dimitrios Buhalis and Carlos Costa. (2005), Tourism Business Frontiers: Consumers, Products and Industry, Butterworth Heinemann, Oxford, [ISBN: 9780750663779].
  • Dimitrios Buhalis and Carlos Costa,. (2006), Tourism Management Dynamics: trends, management and tools: Trends, Management and Tools, Butterworth- Heinemann, Oxford, [ISBN: 0750663782].
  • Marc Mancini. (2003), Connecting with Customers: How to Sell, Service, and Market the Travel Product, Prentice Hall, London, [ISBN: 0130933902].
  • Conrady, R. & M. Buck. (2007), Trends and Issues in Global Tourism, Springer, Berlin Heidelberg, [ISBN: 978-3-540-70831-5].
Recommended Article/Paper Resources
  • Science Direct. Annals of Tourism Research.
  • Emerald. Journal of Vacation Marketing.
  • Science Direct. Travel and Tourism Research Journal.
Other Resources
 
Module Delivered in
Programme Code Programme Semester Delivery
CR_FTRSM_8 Bachelor of Business (Honours) in Tourism Management 8 Elective