《消费者行为（双语）》课程教学大纲Consumer Behaviour Module Syllabus课程号/Module Code：34200802制定（修订）单位/Institute：Surrey International Insitutute 制定（修订）人或执笔人/Writer：Shi Fangfang制定（修订）时间/Time：Feb 2012课程概述/Module SummaryThe module is designed to provide knowledge and understanding of consumer behaviour via theoretical discussion, case analysis and first-hand research experience. It covers general consumer behaivour theories and models, and relates to examples and cases in the tourism context. The module focuses on the many factors that affect consumer behaviour. Knowledge and understanding of this subject informs areas such as new product development, marketing, and public policy issues. Behavioural concepts, appropriate research techniques and recent research findings will be discussed, to enhance understanding of how tourists/consumers choose products in today’s world.课程的性质/Module Nature:Compulsory module for BSc Tourism Management课程教学目标/Module AimThe module aim is that on successful completion of the module, students will be able to:●Understand the core concepts and models of consumer behaivour●Understand and critically evaluate the factors affecting consumerbehaviour in tourism●Be aware of global tourism demand patterns and trends in touristbehaviour●Appreciate how knowledge of tourist behaviour feeds into marketing,strategy and policy development●Apply research methods to analyse an aspect of consumer behaviour andreport results in a clear and concise manner课程适用的专业与年级/Applicable Majors and GradesBSc Tourism Management, Level 3课程的总学时和总学分/Module Hours and Credits36 hours, 2 credits本课程与其他课程的联系与分工/Relation with Other Modules It is one of the core modules for undergraduate students majoring in tourism management. It benefits from the basic marketing knowledge introduced by the module Tourism Marketing, and lays a solid foundation formore advanced specialty modules such as Visitor Attraction Management, International Tourism Destinations, etc.课程使用的教材及教学参考资料/Textbooks and References Core textbooks●Swarbrooke, J. & Horner, S., 2007. Consumer Behaviour in Tourism, 2nd.edn. Oxford: Butterworth-Heinemann.●Pearce, P.L., 2005. Tourist Behaviour: themes and conceptual schemes.Clevedon: Channel View Publications.Recommended reading●Evans, M., Jamal, A., and Foxall, G., 2006. Consumer Behaviour.Chichester: Wiley.●Sharpley, R., 2008. Tourism, Tourists and Society, 4th edn. Huntingdon:Elm Publications.●Solomon M, Bamossy, G. & Askegaard, S. Hogg M., 2010. ConsumerBehaviour – A European Perspective, 4th edn. Upper Saddle River: Prentice Hall.Academic Journals:●Annals of Tourism Research●Tourism Management●Journal of Travel & Tourism Marketing●Journal of Consumer ResearchWebsites: UNWTO, WTTC学时分配表/Teaching Hours Distribution ChartSession 1 IntroductionI. Module introduction1. Summary of the module2. Learning outcomes3. Teaching and learning methods4. Reading for the module5. Assessment: Group projectII. Consumer behaviour—basic concepts and models1. Definition of consumer behaviour and consumer2. Value of understanding consumer behaviour3. Consumer Behaviour as a Process4. Actors in the consumption play5. Role theory and consumer behaviour6. Models of consumer behaviour1) Models•Model of Generalised Purchase Behaviour•Travel buying behaviour•Theory of Reasoned Action•Consumer Decision-Making Framework2) Group discussion•Reflect on your most recent experience of buying a holiday or dinner. To what extent do these models explain your purchase experience?3) Some obstacles to predicting behaviourRequirement•识记/Memory：Definition of consumer behaviour and consumer; Model of consumer behaviour•领会/Understanding：Consumer Behaviour as a Process; Theory of Reasoned Action•应用/ Application：Use consumer behaivour models to explain consumer choices and decision making processSession 2: Motivators and determinantsI. Motivators1. A typology of motivators in tourism1) Physical motivators2) Personal development3) Emotional motivators4) Cultural motivators5) Status motivators6) Personal motivators2. The Leisure Motivation Scale3. Maslow’s hie rarchy of needs4. Motivators and the individual tourist5. The complexity of motivators1) Change of motivators2) Multiple motivations3) Expressed and real motivators4) National and cultural differences5) Motivators and the timing of purchase decisionsII. Determinants1. Types of determinants2. Group discussion: Work in groups of 4-5, reflect on your previousholiday experience, and discuss what have influenced your touristbehaviour.3. Factors that determine the type of trip1) Personal determinants of tourist behaviour•Circumstances•Knowledge•Attitudes and perceptions•Experience2) External determinants of tourist behaviour•Views of friends and relatives•The marketing activities of the tourism industry•The influence of the media•National, society-wide political, economic, social andtechnological factors•Global political, economic, social and technological factors Requirement•识记/Memory：The Leisure Motivation Scale; Maslow’s hierarchy of needs•领会/Understanding：The complexity of motivators; range of motivators;factors that determine the type of trip•应用/ Application：Apply motivation theory and trip determinants in tourism marketingSession 3: Consumer Decision-MakingI. Types of consumer decisionsII. Involvement and decision makingIII. Five types of perceived risk:1. Monetary risk2. Functional risk3. Physical risk4. Social risk5. Psychological riskIV. Heuristics1. Discussion: If you have very limited time to book a hotel, how wouldyou choose it? What are the implications for marketers?2. Heuristics: definition3. Search heuristics4. Evaluation heuristics5. Choice heuristicsRequirement•识记/Memory：Types of consumer decisions; heuristics’ definition•领会/Understanding：Five types of perceived risk; Involvement and decision making•应用/ Application：Influence consumer decision based on understanding of heuristics used by consumersSession 4: Culture and consumer behaviourI. Understanding culture1. What is culture?2. Three Levels of Subjective Culture3. Five Dimensions of National CultureII. Culture’s key elements1. Cognitive elements and beliefs2. Values1) Values v. beliefs2) Applications of Values to Consumer Behaviour3) Research Approaches Used to Measure Culture4) Values and Lifestyles System (VALS)3. Norms and customs4. Rituals5. Myths6. Sign, signals and symbolsIII. Culture and meaning1. Culture is the meaning system that members of any specific groupuse to inform their live2. M cCracken’s Meaning Transfer ModelIV. Culture and consumer behaviour1. Group discussion: how does culture influence consumer behaviour?Provide examples.2. A consumer’s culture determines the overall priorities s/he attachesto different activities and products. Products and services thatresonate with the priorities of a culture have a much better chance ofbeing accepted by consumers.3. On the other hand, successful new products and innovation inproduct design provide a window on the dominant cultural ideals ofthe present culture.Requirement•识记/Memory：Culture’ definition, levels, dimensions and key elements;•领会/Understanding：McCracken’s Meaning Transfer Model•应用/ Application：Inform product development and marketing based on the understanding of cultureSession 5: Case study and workshopI. Case analysis and discussion•Belief in ghost and tourist behaviourII. Researching tourist behaviours1. Interview2. Focus group3. Observation4. QuestionnairesRequirement•识记/Memory：consumer research methods and their features•领会/Understanding：pros and cons of different consumer research methods•应用/ Application：Choose appropriate methods for consumer research Session 6: Workshop: Researching consumer behaviourusing interviewsI. Types of interviews1. Unstructured2. Semi-structured3. StructuredII. Process of the interview1. Themazing2. Designing3. Interviewing4. Transcribing5. Analyzing6. Verifying7. ReportingIII. Practical mattersIV. How to conduct interviewsV. Analysis of InterviewsVI. Further tipsRequirement•识记/Memory：types of interviews and process of conducting interviews•领会/Understanding：pros and cons of different types of interviews •应用/ Application：be able to conduct interviews and analyse the dataSession 7: Reference Groups, Family and ChildrenI. Reference groups;1. Reference Group: definition2. Types of Reference Group3. Types of Reference Groups’ Influence4. The Power of Reference Groups5. Opinion leadersII. Family and children:1. Family1) family lifecycle2) buying roles in a family3) family decision making2. Group Discussion: Should children be the target of marketers?Why?3. Children1) Children as Decision Makers2) Parent vs. Pester PowerRequirement•识记/Memory：Reference groups’definition, types, and influence; family lifecycle•领会/Understanding：The Power of Reference Groups; buying roles ina family; family decision making•应用/ Application：Use opinion leaders and reference groups in marketing communciationSession 8: Income and social classI. Income1. Causes of income shifts2. Factors influencing consumer’s spending1) Discretionary income2) Consumer confidenceII. Social class1. Social stratification2. Determining factors3. Group discussion1) Are there different social classes in China?2) How can you distinguish one social class from another? In whataspects do they demonstrate differences? Give examples.III. Relative value of social class versus income in predicting consumer behaviourIV. Conspicuous consumptionRequirement•识记/Memory：Social stratification; Conspicuous consumption;•领会/Understanding：Factors influencing consumer’s spending;•应用/ Application：predicting consumer behaviour based on their social class and incomeSession 9: Workshop: Researching tourist behaviour usingquestionnairesI. Types of survey1. Self-administered2. Interviewer administeredII. Types of questions1. Open-ended2. Close-endedIII. Question wording – things to avoidIV. Design of questionnaireV. Maximising the response rateVI. Exercise: questionnaire designRequirement•识记/Memory：Different types of questionnaires and questions used in surveys.•领会/Understanding：Issues in questionnaire design such as wording, sequence, layout, colour, etc.•应用/ Application：questionnaire design; maximise response rateSession 10: Perception and situational factorsI. Perception1. Perception defined2. Impact of the different stimuli1) Vision2) Smell3) Taste4) Sound.5) Touch3. Perceptual principles for organising stimuli1) Gestalt psychology: people derive meaning from the totality of a setof stimuli rather than from any one individual stimuli.2) Principle of closure - consumers tend to perceive an incompletepicture as complete, filling in the blanks based on previousexperience.3) Principle of similarity - consumers tend to group together objectsthat share similar physical characteristics.4) Figure ground principle - where one part of the stimulus willdominate while others recede into the backgroundII. Situational factors that influence consumer buying behaviour1. Group discussion: what may draw consumers into a shop and whatmay drive them away?2. Social and physical surroundings1) Decor, smells and even temperature of surroundings.2) The presence or absence of other consumers.3) The type of consumer patronising a store.3. Point of Purchase Stimuli4. Sales interaction5. Temporal factorsRequirement•识记/Memory：Definition of perception; perceptual principles for organising stimuli•领会/Understanding：perceptual principles for organising stimuli•应用/ Application: be able to influence consumer buying behaviour using situational factorsSession 11: Branding and loyaltyI. Branding and brand1. Definitions of branding and brands2. Group discussion: What are the advantages and disadvantages ofbranding?3. The benefits of branding1) To the consumer2) To the manufacturer3) To the retailer4. Disadvantages of branding1) Cost2) Fixed image3) TimeII. Brand equity and brand personality1. Five Major Drivers Of Brand Equity1) Name Awareness: Share of mind2) Perceived Quality: Seen as better / best fit for me (functionality,trust, long lasting)3) Brand Loyalty: Enduring preference4) Positive Associations: Sponsorships, admired people using theproduct5) Other Assets: Trade marks, exclusive channels, merchandisingsystems2. Brand personality and personificationIII. Brand loyalty1. Brand Loyalty Defined2. Brand loyalty and brand commitment3. Types and patterns of Loyalty4. Types of Relationship with Brand5. Brand Communities and TribesIV. Case studyRequirement•识记/Memory：Branding, brands, brand equity, brand personality, brand Loyalty•领会/Understanding：advantages and disadvantages of branding;drivers of brand equity; c onsumers’ relationship with brand •应用/ Application: know how to encourage customer loyaltySession 12: Workshop: Quantitative data analysisI. Data entryII. Screening and cleaning the dataIII. Descriptive statisticsIV. Using graph to describe and explore the dataRequirement•应用/ Application: Conduct preliminary analysis of quantitative data.Session 13 & 14: Assessed presentationsSession 15: Perceiving and choosing the destinationI. Destination Image1. Definition2. Types of destination image1) Projected image2) Perceived image3. Factors that influence formation of destination image1) Positive factors2) Negative factors4. StereotypesI I. Communicating the Destination Characteristics1. Overt Induced I2. Overt Induced II3. Covert Induced I4. Covert Induced II5. Autonomous image formation agents6. Unsolicited organic image formation agents7. Solicited organic image material8. OrganicIII. Destination Choice1. Group discussion: how do you choose where to take holidays? Whatfactors may influence your decisions?2. A model of the destination choice process3. Factors that influence destination choice4. Major decision makers for different types of vacation decisions Requirement•识记/Memory：Destination Image; methods of communicating the destination characteristics•领会/Understanding：difference between projected image and perceived image; factors that influence image formation•应用/ Application: communicate destination characteristics using different method s; influence consumers’ destination choice usingSession 16: Social contact for the touristI. Tourists and Other Tourists1. The multiple perspectives tourists may have of other tourists1) Positive views2) Neutral perspective3) Negative views2. Tourist–tourist relationship1) Familiar strangers2) Social situation analysisII. Travellers’ relationships with Hosts1. The tourist gaze2. Tourists and service providers3. Negative encounters4. Culture Contact and Culture Shock1) Definitions2) Expanded components of culture shockIII. Case study: holiday hijackRequirement•识记/Memory：Familiar strangers; the tourist gaze; culture shock•领会/Understanding：Travellers’ relationships with other tourists and hosts•应用/Application: know ways to reduce culture shockSession 17: Tourists on-site experienceI. A Place Model for Tourist Sites1. A ctivities2. R esources3. C onceptionsII. Factors that shape tourist experience1. Skilled Tourist Behaviour2. Authenticity and Tourist Behaviour1) Definition2) Types of authenticity3) Authenticity and tourist experienceIII. Sustainable On-site Tourist Behaviour:1. Group discussion: what can tourists do to promotesustainability at the attractions?2. Tourist actions leading to sustainabilityIV. Mechanisms Shaping On-site Tourist Behaviour1. L egal2. p ermits and passes3. f ees4. s ocial norms5. I nfrastructure designRequirement•识记/Memory：A Place Model for Tourist Sites; authenticity•领会/Understanding：Factors that shape tourist experience•应用/Application: Tourist actions leading to sustainability; Mechanisms Shaping On-site Tourist BehaviourSession 18: Review of the module and feedbackI. Review of the moduleII. Group Project feedbackIII. Module evaluation。