Master in Business Administration

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