• Türkçe
  • English
Course Code: 
ATH 104
Course Period: 
Spring
Course Type: 
Core
P: 
3
Lab: 
0
Credits: 
3
ECTS: 
6
Course Language: 
İngilizce
Course Objectives: 
To provide a concise overview of consumer behaviour and psychology in the tourism industry
Course Content: 

Self awareness, personality, behaviour, attitudes, traveler motivation, host-guest interaction, consumer behaviour, consumer targeting and segmentation, tourist destinations, hospitality, visitor attractions, retail travel and transport.

Course Methodology: 
1: Lecture, 2: Question-Answer, 3: Discussion, 4: Simulation, 5: Case Study
Course Evaluation Methods: 
A: Testing, B: Presentation, C: Homework, D: Project, E: Laboratory

Vertical Tabs

Course Learning Outcomes

Learning Outcomes

 

 

Program Learning Outcomes

Teaching Methods

Assessment Methods

  1. Evaluates the main factors that affect consumer behaviour in travel and tourism such as travel motivation, destination choice, and the consequent travel behaviour.

1,2,4,8,11

1,2,3,5

A,C,D

  1. Explains the various decision-making processes of consumers that lead to consequent destination choices.

1,8,10,11,12

1,2,3,5

A,C,D

  1. Determines customer/guest expectations of products and services in order to find ways of improving satisfaction.

1,2,4,8,11

1,2,3,5

A,C,D

  1. Examines decision making techniques related to product and service positioning and market segmentation.

1,8,10,11,12

1,2,3,5

A,C,D

  1. Analyzes the relative roles individual, environmental, socioeconomic, demographic and psychographic factors at play in choosing travel destinations.

1,2,4,8,11

1,2,3,5

A,C,D

 

Course Flow

Week

Topics

Study Materials

1

 Introduction to the Course/Overview: Self Awareness, Behaviour and Attitudes

Main concepts

2

 The Purchase Decision Process and Choices

Motivators, determinants

3

 Typologies of Tourist Behaviour

Personality characteristics

4

 Tourism Demand and Markets

Destination images

5

 The National Differences: Domestic, Outbound and Inbound Market

Diversity

6

 The Demand in Different Tourism Segments

Segmentation

7

 Consumer Behaviour and Markets in Different Tourism Sectors

Consumer behaviour

8

 Consumer Behaviour and Marketing

Consumer behaviour

9

 The Marketing Mix and Tourist Behaviour

Marketing mix

10

The Emergence of New Markets and Changes in Tourism Demand

Contemporary issues

11

 Rise of The Global/Euro Tourist

International hospitality

12

 The Green Tourist

Sustainability

   13

 Quality and Tourist Satisfaction

Quality management

14

 The Future of Tourist Behaviour

Course conclusions

15

 Final Exam

 

 

Recommended Sources

Textbook

Ross, F. Glenn (1998), The Psychology of Tourism, 2nd. Ed. Melbourne: Hospitality Press

Additional Resources

 

 

Material Sharing

Documents

 Class notes, presentations, cases

Assignments

 Case analyses, term project assignment

Exams

 Midterm, Final

 

Assessment

IN-TERM STUDIES

NUMBER

PERCENTAGE

Mid-terms

 1

50

Assignment

 1

50

Total

 

100

CONTRIBUTION OF FINAL EXAMINATION TO OVERALL GRADE

 

40

CONTRIBUTION OF IN-TERM STUDIES TO OVERALL GRADE

 

60

Total

 

100

 

 

COURSE CATEGORY

Expertise/Field Courses

 

Course’s Contribution to Program

No

Program Learning Outcomes

Contribution

1

2

3

4

5

 

1

To have a good understanding of the basic concepts in tourism and hotel management

 

 

 

 

 x

 

2

To grasp and be aware of the regional, national and international dimensions of tourism and hotel management

 

 

 

 

 x

 

3

To achieve  a reasonable level of knowledge in the tourism and hospitality management on ethics, basic values, legislation  and principles

 

 

 x

 

 

 

4

To be aware of the specific dynamics of the service industry and learn the professional standards of perfection

 

 

 

 

 x

 

5

To have a conducive character for teamwork, be a problem solver as well as show leadership capabilities and an ability to establish contact with specialists in other areas of interest

 

 

 x

 

 

 

6

To be fluent in verbal communication and writing capacities in at least two foreign languages.

 

 

 x

 

 

 

7

Be able to adapt to varying cultures and languages  received from experienced professors equipped with  international experience in professional and academic backgrounds

 

 

 

 x

 

 

8

To have personal, humanitarian, technical, and behavioral capabilities.

 

 

 

 

 x

 

9

To have coordinating capacities in interdisciplinary applications (i.e administration commerce, representation, aviation, logistics, etc.)

 

 

 x

 

 

 

10

To be able to carry out qualitative and quantitative research methods in tourism and hospitality management for the completion of projects.

 

 x

 

 

 

 

11

To understand the tourism and hospitality industry from professional, academic, technical, intellectual and cultural points of view.

 

 

 

 x

 

 

12

To be able to evaluate concepts, ideas and data in the tourism sector with scientific methods, identify complicated problems and topics to analyze, and come up with solutions based on research and evidence.

 

 

 x

 

 

 

13

To  become an expert in one of the specialization areas of the tourism industry (i.e: congress and lodgings management, aviation management, gastronomy, social and humanitarian sciences)

 

 

 

 

 

 

 

ECTS

 

Activities

Quantity

Duration 
(Hour)

Total 
Workload 
(Hour)

Course Duration (Including the exam week: 15x Total course hours)

15

3

45

Hours for off-the-classroom study (Pre-study, practice)

16

4

64

Mid-terms

1

15

15

Homework

1

20

20

Final examination

1

20

20

Total Work Load

 

 

164

Total Work Load / 25 (h)

 

 

6,5

ECTS Credit of the Course

 

 

7

Activities

Quantity

Duration 
(Hour)

Total 
Workload 
(Hour)

Course Duration (Including the exam week: 15x Total course hours)

15

3

45

Hours for off-the-classroom study (Pre-study, practice)

16

4

64

Mid-terms

1

15

15

Homework

1

20

20

Final examination

1

20

20

Total Work Load

 

 

164

Total Work Load / 25 (h)

 

 

6,5

ECTS Credit of the Course

 

 

7