This week’s topics
Determinants of Hospitality Consumer Purchases
- Social and cultural influences
- Online reviews and user-generated content
- Price sensitivity and perceived value
- Personal motivations and lifestyle factors
- Influences on Consumer Behavior
- Consumer Buyer Motives: Psychological Factors
- Mod-14 Lec-34 Social Class and Mobility, Lifestyle Analysis
- Economics 1 - Lecture 4: Consumer Choice
What you will be able to do
- 2.2 Assess the factors that influence consumer purchase decisions in the tourism and hospitality industry.
Activity
Start with this week’s 4 videos, then: Seminar, guided reading and a short written task: assess the factors that influence consumer purchase decisions in the tourism and hospitality industry.
Study materials
Videos
- Influences on Consumer Behavior · YouTube · The Marketing Channel - MKTG 101 · 19 min · for registered students
- Consumer Buyer Motives: Psychological Factors · YouTube · Galton College · 50 min · for registered students
- Interesting Influences on Consumer Behavior · YouTube · Professor Wolters · 6 min · for registered students
- Perceived Risk & How It Influences Consumer Behavior · YouTube · Professor Wolters · 7 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. 3.2: Factors that influence consumer buying behaviour · PDF · OpenStax, textbook chapter; pp. 97–110 · for registered students
- CMA case: Online hotel booking (consumer law investigation) · Reading · GOV.UK, case study · for registered students
Materials marked “for registered students” open in the student portal, which is set up as soon as you receive final acceptance.
