Module Details

Module Code: TOUR7015
Title: Contemporary Tourism Behaviour
Long Title: Contemporary Tourism Consumer Behaviour
NFQ Level: Intermediate
Valid From: Semester 1 - 2024/25 ( September 2024 )
Duration: 1 Semester
Credits: 5
Field of Study: 8120 - Tourism
Module Delivered in: no programmes
Module Description: This module provides a framework for thinking logically about and understanding tourist behaviour. Derived primarily from the marketing discipline that underpins patterns of consumer demand and usage. It incorporates 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 and the impact of these on tourism behaviour will be examined.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Discuss the main theories that characterise the tourism demand process
LO2 Appraise the models of tourist motivation and identify the different types of contemporary tourist behaviour.
LO3 Evaluate the trends in tourist behaviour and the influence of external and internal factors on the tourist decision making process.
LO4 Assess the importance of target marketing, segmentation and positioning for tourism businesses.
LO5 Examine the role of culture in tourism behaviour and understanding its importance in tourism service development and delivery.
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. Marketing stimuli; other stimuli; buyers characteristics; buyers responses
Models of Tourism Motivation
Motivators V’s Determinants. 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.
Tourist Decision Making Process
Model of tourist buyer behaviour. Internal and external influences on tourist behaviour. The consumer decision making process. Types of consumer buying behaviour - complex, dissonance reducing, habitual and variety seeking. Tourism behaviour patterns - lifestyles, attitudes and opinions
Target Market, Segmentation and Positioning
Market segmentation methods; Target marketing and the nature of demand in various market segments. Positioning - concept and strategies, differentiation, perceptual mapping, repositioning for strategic advantage all with specific application to the tourism industry
The Role of Culture
Importance of culture in tourist decision making and the development of tourism products. Understanding cultures and cross cultural analysis.
Patterns of Tourism Consumption
Examine trends in tourism consumption and the implications of these for tourism providers
Module Content & Assessment
Assessment Breakdown%
Coursework40.00%
End of Module Formal Examination60.00%

Assessments

Coursework
Assessment Type Project % of Total Mark 40
Timing Week 11 Learning Outcomes 3,4
Assessment Description
A practical project in which the student will be required to investigate a topical trend in tourist behaviour and determine a target market, devise a segmentation and positioning strategy for the chosen trend. An oral mid-term review of the project plan will be presented with feedback given (10%). The final report will be 2,000 – 3,000 words (30%).
End of Module Formal Examination
Assessment Type Formal Exam % of Total Mark 60
Timing End-of-Semester Learning Outcomes 1,2,3,4,5
Assessment Description
Essay Style and short answer questions
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 and Practical application Every Week 4.00 4
Directed Learning 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 and Practical application Every Week 4.00 4
Directed Learning 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
  • Susan Horner,John Swarbrooke. (2022), Consumer Behaviour in Tourism, [ISBN: 9780367495596].
  • Elizabeth Parsons,Pauline Maclaran,Andreas Chatzidakis,Rachel Ashman. (2023), Contemporary Issues in Marketing and Consumer Behaviour, Routledge, p.0, [ISBN: 9781032062006].
  • Jim Blythe. (2013), Consumer Behaviour, 2nd Ed, Thomson, p.0, [ISBN: 9781844803811].
Supplementary Book Resources
  • Judy Graham. (2010), Critical Thinking in Consumer Behavior, Pearson, p.0, [ISBN: 9780136027164].
  • Marc Mancini. Connecting with Customers, [ISBN: 0130933902].
Recommended Article/Paper Resources
  • Taylor and Francis. NA, Journal of Sustainable Tourism.
  • Taylor and Francis. Journal of Consumer Behaviour..
  • Science Direct. Annals of Tourism Research.
  • Science Direct. Tourism Management.
  • Emerald. Journal of Vacation Marketing..
Other Resources