MSc in International Tourism Management

Principles of Consumer Behavior in Tourism

Course Description
Tourism and leisure organizations are very complex service industries where consumer orientation is much more needed than in old style production. This course provides basic information on actual topics in the area of Tourism & Leisure Psychology and Consumer Behavior. Psychological concepts are discussed with respect to issues of Consumer Behavior, and aspects of tourism marketing are analyzed from a psychological basis.

The main topics of the course are:

  • Consumer behavior basics; Tourist Behavior; Sources of travel behavior data; Types of sources / studies in tourism and leisure
  • Psychological Concepts: Motivation, Attitudes, Awareness & Images; Acceptance
  • Information Behavior, Choice, and Decision
  • Marketing and Industry issues: Segmentation, Brands; Advertising

Learning Objectives
Students will acquire broad knowledge and understanding of consumer behavior in tourism and leisure. They will connect issues of tourism marketing to the underlying psychological leisure aspects and vice versa. They will be able to describe and explain tourist behavior through their new knowledge of leisure psychology. 

By the end of the course students will

  • have an overview of the topics of consumer behavior/psychology in tourism and leisure
  • be familiar with the actual development of tourism demand and assumptions for underlying reasons
  • understand the basics of tourism and tourist behavior
  • complete an entire research project plan
  • exercise the development of a survey instrument
  • train pre-test activities and appropriate adjustments
  • conceptualize carefully field work associated with a research project
  • write a team project report

Dr. Martin Lohmann

Semester Offered
Fall or Spring