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Level 4 Diploma in Tourism and Hospitality Management

Theories of Consumer Behaviour

THM403 · Services Marketing in Tourism and Hospitality — Week 6 of 16

CourseTHM403
Week6 of 16
SemesterI
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This week’s topics

Theories of Consumer Behaviour

  1. Hospitality buyer decision-making models
  2. Push and pull travel motivations
  3. Maslow's hierarchy in leisure contexts
  4. Perception and attitude formation
  5. Consumer Decision-Making Process (With Examples) | From A Business Professor
  6. Maslow's Hierarchy of Needs (With Business Implications) | From A Business Professor
  7. What is attitude? ABC of Attitude

What you will be able to do

  • 3.1 Explain the main theories of consumer behaviour in the tourism and hospitality industry.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain the main theories of consumer behaviour in the tourism and hospitality industry.

Study materials

Videos

  • Consumer Decision-Making Process (With Examples) | From A Business Professor · YouTube · Business School 101 · 6 min · for registered students
  • Maslow's Hierarchy of Needs (With Business Implications) | From A Business Professor · YouTube · Business School 101 · 8 min · for registered students
  • What is attitude? ABC of Attitude · YouTube · The Marketing Channel - MKTG 101 · 5 min · for registered students

Further resources

  • Tourism: The International Business (Mill, 2010), ch. 2: Who is the tourist? · PDF · Other, textbook chapter; pp. 39–57 · for registered students
  • Principles of Marketing, ch. 3: Consumer Markets and Purchasing Behavior · PDF · OpenStax, textbook chapter; pp. 107–140 · for registered students
  • Principles of Social Psychology, ch. 5: Attitudes, Behavior, and Persuasion · PDF · Saylor Academy, textbook chapter; pp. 214–272 · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
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Admitted students ask questions on this week’s page in the student portal: an AI assistant trained on the course answers first, and during the course’s timetabled classes Connect to your tutor brings your tutor into the chat, who may start a call if needed.

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Course plan
  • Week 1: Fundamentals of Services Marketing
  • Week 2: Services Marketing Approaches and Operational Activities
  • Week 3: Digital Communications and Social Media Strategy
  • Week 4: The Extended Marketing Mix Framework
  • Week 5: The 9P Model and Practical Business Analysis
  • Week 6: Theories of Consumer Behaviour
  • Week 7: Contemporary Trends in Consumer Behaviour
  • Midterm: Midterm evaluation
  • Week 9: Organisational Adaptation to Market Changes
  • Week 10: Principles of Excellent Customer Service
  • Week 11: Complaint Management and Service Recovery
  • Week 12: Applying Services Marketing in Tourism and Hospitality in p…
  • Week 13: Assignment workshop: research, planning and referencing
  • Week 14: Assignment workshop: drafting, feedback and improvement
  • Week 15: Review and coursework completion
  • Final: Final assessment and submission
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