HTM3201 Week 1 - Lecture notes 1 PDF

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HTM3201 Consumer Behaviour in Hospitality & Tourism Lecture 1: Introduction Chris Chan [email protected]

Objectives: At the end of the class, you should know: • • • •

who is your subject lecturer what your subject lecturer expects from you what will be discussed in the coming semester why understanding consumer behaviour is important

Instructor Chris Chan

Topics Learning outcomes Course Contents What is consumer behaviour? What is tourism? Consumer behaviour models

Learning Outcomes Students will be able to • describe and explain various social and psychological concepts and relate them to a general understanding of tourist behaviour. • apply various social and psychological theories to new and unique problems in the travel and tourism industry. • communicate their understanding of social and psychological theories, both orally and in writing, and to respond personally and critically.

Course Contents 1. 2. 3. 4. 5. 6.

Introduction Motivation Personality Perception Learning Attitude Formation and Change

7. Persuading Consumers 8. Family and its Social Standing 9. Cultural Influence 10.Decision Making

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See SOW’s schedule

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Assessment Class Participation Online Assignment Mid-term Test Group Project Final Examination Total

(15%) (10%) (15%) (20%) (40%) 100%

Textbooks Requiredtextbook Schiffman,Leon,G.,&Wisenblit, JosephL.(2015).ConsumerBehaviour, 11thEdition,Pearson.

Reference: Pearce,PhilipL.(2005).TouristBehaviour: ThemesandConceptualSchemes. ChannelViewPublications.

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https://polyu.ureply.mobi/

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Consumer Behaviour Psychology

Communi cation

Sociology

Anthropology

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Consumer Behaviour “The behaviour that consumers display in searching for, purchasing, using, evaluating, and disposing of products and services that they expect will satisfy their needs.” Schiffman, & Kanuk, (2010)

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Model of Consumer Decision Making

A Simple Model of Consumer Decision Making The three distinct but interlocking stages: • input stage • process stage • output stage.

1. Input stage: influences the consumer’s recognition of a product need and consists of two major sources of information: • firm’s marketing efforts • external sociological influences on the consumer

A Simple Model of Consumer Decision Making 2. Process stage: focuses on how consumers make decisions. • Psychological factors (motivation, perception, learning, personality, attitude) • Experience

3. Output stage: consists of two closely-related post decision activities: • Purchase • Post-purchase evaluation

Unique Nature of Tourism Tourists are all different from one another It is consumed on-site Tourists are looking for something different or unusual Some tourists are rich in money but poor in time, while others are just the opposite • Time (time pressure is a fact of life but some tourists are under extreme time pressure to get things done) • Lack of understanding about local culture • Lack product and market information and social support

What is tourism? The sum of the phenomena and relationships arising from the interaction of tourists, business suppliers, host governments and host communities in the process of attracting and hosting these tourists and other visitors. Think about a trip you just took during the past three months: • Where (a city, a county, a town, or a country) did you go during this travel? • How long did you stay there? • Why were you there (to visit a friend, to take an interview, or just for relaxation)? • Who accommodated you at that time?

What is tourism? Four perspectives of tourism (groups that participate in and are affected by this industry): • • • •

The tourist (experience) The businesses providing tourist goods and services (opportunities) The government of the host community or area (wealth factor) The host community (cultural and employment)

What is tourism? Tourism is an activity Tourism focuses on the activities of tourists and same-day visitors. The business of tourism is the business of encouraging the activity and taking care of people while they are engaged in tourism.

Travellers and Tourists “The traveller sees what he sees, the tourist see what he has come to see” By Gilbert Keith Chesterton Travellers have an open mind and let things happen to them. They stay briefly in one place, local food, go to famous places, take photos and explore privately. Tourists bring with them their own culture and expectations. They take photos, buy souvenirs, go to famous places, stay briefly in one place, do not understand the local people. 22

Cohen’s Classification of Tourists (Cohen, 1972)

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Major Influences on Individual Travel Behaviour Role and Family Influence Personality

Reference Group

Perception

Learning Travel Decision Maker

Attitudes

Social Classes

Motives

Culture and Subculture

MayoandJavis (1981).ThePsychologyofLeisure.Boston:CBI

Role and Family Influence Personality

Reference Group

Perception

Learning Travel Decision Maker

Attitudes

Motives

Culture and Subculture

Social Classes

The Tourist • Culture • Demographics • Social networks • Personality • Values • Experience • Attitudes Motives

ConceptMapforUnderstanding TouristBehaviour(Pearce,2005)

Travel

Choice Destination

images

Tourists’ on-site Experiences Social, cultural and environmental contacts

Destination • Activities/attractions • Setting • Facilities • Services • Hosts • Other tourists • Management We need to understand these

To manage these

Outcomes Tourists’ • satisfaction • enjoyment • complaints • learning • skill development • health Hosts’ • impacts • income, employment, economic wellbeing • social and cultural effects Setting • Conservation support and site species changes • management challenges To improve these

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Next Week Motivation

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