B1747 - Tourist Behaviour

Learning outcomes

This course introduces the theories and concepts of consumer behaviour applied to the context of tourism. The analysis of tourist behaviour will enable students to discuss purchase decisions in separate stages; pre-visit, on-site and post-visit. A part of the course is devoted to the understanding of external and internal factors that influence the decision-making process of tourists. Students will learn different segmentation methods and their applications in tourism research.

Course contents

Decision-making process

Segmentation methods

Motivation

Perception and positioning

Attitude formation and change

Readings/Bibliography

Horner, S., & Swarbrooke, J. (2020). Consumer behaviour in tourism. Routledge.

McKercher, B., & Prideaux, B. (2024). Understanding Tourism: Concepts and Theories. Goodfellow Publishers Ltd.

Schiffman, L. & Wisenblit, J. (2019). Consumer Behavior, 12th ed. Pearson Education.

References to journal articles will be provided with the lecture notes.

Teaching methods

Lectures, in-class exercises and group works.

Assessment methods

The final mark is based on a written exam and group works.

The range of grades for both components (written exam and group works) are as follows:

• <18 not sufficient;
• 18-23 sufficient;
• 24-27 good;
• 28-30 very good;
• 30 Lode excellent.

Teaching tools

All materials can be found on https://virtuale.unibo.it/

Office hours

See the website of Judit Zoltan