Modified: May 08, 2005

Course Description

This course provides an overview of current knowledge about consumer behavior (CB) in the tourism/travel and hospitality businesses. Basic behavioral science and specific research (both qualitative and quantitative) tools used in marketing practice are covered. Issues of consumer decision-making, motivation, and marketing implications are addressed. The course is designed for graduate students preparing for positions in CB/marketing research in tourism or hospitality industry. [Prerequisite: Basic college-level statistical knowledge.]

Course Objectives

After the completion of this course, students should be able to:

• Understand basic CB concepts and familiarize with key terms in CB/marketing research.
• Relate CB concepts to marketing practices in tourism and hospitality industries.
• Appreciate CB/marketing research and its applications in tourism and hospitality businesses.
• Expand their knowledge and skills in CB research techniques in the hospitality and tourism industry.

PDF syllabus is available upon request.