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Consumer Behavior and Customer Experience Management in Tourism

Course Code:

206

Semester:

2nd Semester

Course Hours:

3

ECTS:

5


Course Tutors

Maria Salamoura

Course Outline

Learning Outcomes

This module aims to help the postgraduate student to understand and explain the concept of Consumer Behavior, in the context of the Marketing of Hospitality and Tourism Services. In addition, the concept of Customer Experience Management in Tourism is examined, both at a macro-level (tourism destinations level) and at a micro-level (tourism enterprises).

After successfully attending the module, the student will be able to:

  • Explain the importance of the analysis and use of marketing information about the tourism market and customers, by tourism businesses.
  • Assess the key cultural, social, personal and psychological factors that influence consumer behavior in the tourism industry.
  • Explain the decision-making process in tourism.
  • Plan and explain the process of market segmentation and targeting, and tourism product positioning in different target groups.
  • Link Consumer Behavior to the process of building successful tourism marketing plans.
  • Develop the concept of Customer Experience and Experiential Marketing in Tourism.
  • Explain the contribution of the human factor, as a marketing mix element, to Customer Experience in Tourism.
  • Describe the Customer Journey and Customer Experience in the digital environment, in Tourism.

 

General Competencies

  • Search for, analysis and synthesis of data and information, with the use of the necessary technology
  • Decision-making
  • Working independently
  • Team work
  • Production of free, creative and inductive thinking
  • Working in an international environment
  • Production of new research ideas and complex marketing issues handling
  • Project planning and management
  • Production of free, creative and inductive thinking.

 

Syllabus

  • Introduction to Hospitality and Travel Marketing
  • Marketing Information Management in Tourism
  • Factors affecting Consumer Behavior in Tourism
  • Decision Making Process in Tourism
  • Market Segmentation and Targeting and Product Positioning in Tourism
  • Consumer Behavior and Development of successful tourism marketing plans
  • The concept of Customer Experience and Experiential Marketing in Tourism
  • The experiential marketing mix in Tourism
  • The contribution of the human factor as a marketing mix element, to Customer Experience in Tourism.
  • The Customer Journey and Experience in the digital environment in Tourism