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International Summer University Alpen-Adria 2011
"Marketing and Management in Tourism”
Course Title
Tourism Behaviour and Hospitality and Destination
Marketing
(Course TBHDM)
Instructor(s)
Univ.-Prof. Dr. Andreas Zins
PD Dr. Astrid Dickinger
MMag. Dr. Brigitte Stangl
Language of
instruction
English
Course level
Intermediate to advanced level
Total hours
workload
100
Aim of the Course
This course is part of the International Summer University (ISU) Alpen Adria 2011 and
will be held from July 4 to 22, 2011 in Opatija, Croatia. The ISU Alpen Adria is organized
by WU marketing faculty and is complemented by lectures by local professors. The
overall objective is to train and deepen the understanding of marketing management
tools that comprises the definition of information needs, the collection of primary data,
the use of secondary data, the analysis of data and the derivation of meaningful
information for managerial decision making.
The entire ISU Alpen Adria is split into two different courses which are taught and
organized jointly over the three weeks period. They are separated in terms of content
and grading though. These two courses are:
1. Marketing Intelligence and Strategic Planning in Tourism (MISP)
2. Tourism Behaviour and Hospitality and Destination Marketing (TBHDM)
Participants will gain insight into how travellers take decisions. They will gain insights into
theoretical concepts of decision making and choice processes as well as pre-trip
information search for international tourism. Through a hands on project students will
challenge this theory with a practical case.
Students will participate in one major field study from the perspective of the traveller;
this project is dedicated to understand the information search process for trip planning in
general and for accommodation choice in particular: the first part of this project is
concerned with the empirical steps necessary to collect relevant data and develop
research hypotheses. The second part is concerned with analyses and strategy
development for hotels with regards to new online information channels.
Learning Objectives
At the end of the course students:
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get insights into the concept of online media use by hotels and tourists;
will critically reflect on social media for marketing;
will participate in one major field study where methods and techniques of
empirical research are discussed;
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students are able to apply selected empirical research methods such as in depth interviews
and paper and pencil studies
students can develop a research question, form hypotheses and present relevant statistical
results for the hypotheses test
Teaching Methods
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Reading Assignments should be prepared ahead
6 morning sessions are dedicated to present, discuss and train the relevant
concepts and issues
active participation and mindful contributions are strongly recommended
each team (6 to 8 groups with 6/7 students [mixed by nationality] each) discusses
and prepares the tasks outlined below; mainly scheduled during the afternoon
hours
Pre-course Assignment
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Written preparatory examination
Students need to prepare provided reading assignments ahead of the actual
course.
Cooper, Ch., et al. (2007), Tourism. Principles and Practice, 3rd ed.
chapter 2 (Tourism Consumer Behaviour), pp. 50-81.
Malhotra, N.K. and Birks, D.F. (2007). Marketing research. An Applied Approach. 3 rd
European Edition.
Chapter 2 (Defining the marketing research problem and developing a research
approach), pp.32-61.
Criteria for successful Completion of the Course
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Written preparatory examination
(30 minutes, literature references in Table below):
Developing research hypotheses for “Social Media Usage
by Travellers” (Project C)
Class participation and classroom discussion:
Group presentation on “Social Media Usage
by Travellers” (Project C)
Group contribution to Final Presentation
Written report on “Social Media Usage
by Travellers” (Project C):
25%
5%
10%
20%
10%
30%
Marking Scheme
The maximum of 100 points can be earned from this subject. 60% is the pass mark. For
each contribution a minimum of 50% has to be achieved in order to pass.
Points
>90:
>80:
>70:
>59:
<60:
Grade
1
2
3
4
5
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Course Literature (textbooks, papers, ...)
Relevant for preparatory exam:
Cooper, Ch., et al. (2007), Tourism. Principles and Practice, 3rd ed.
chapter 2 (Tourism Consumer Behaviour), pp. 50-81
Malhotra, N.K. and Birks, D.F. (2007). Marketing research. An Applied Approach. 3 rd
European Edition.
Chapter 2 (Defining the marketing research problem and developing a research
approach), pp.32-61
Other course literature
Cooper, Ch., et al. (2007), Tourism. Principles and Practice, 3rd ed.
chapter 2 (Tourism Consumer Behaviour), pp. 50-81
chapter 19 (Information Technology in Tourism), pp. 702-737
Hyde, K. (2009). Tourist information search, in: Kozak, M. and Decrop, A. (eds.),
Handbook of tourist behavior: theory & practice, Routledge, pp. 50-66.
Luo, M., Feng, R. And Cai, L.A. (2004). Information search behavior and tourist
characteristics: The internet vis-à-vis other information sources. Journal of Travel and
Tourism Marketing, 17(2/3), 15-25.
Malhotra, N.K. and Birks, D.F. (2007). Marketing research. An Applied Approach. 3 rd
European Edition.
Chapter 2 (Defining the marketing research problem and developing a research
approach), pp.32-61
Chapter 10 (Survey and quantitative observations techniques), pp.264-300
Chapter 13 (Questionnaire design), pp. 369-402
Chapter 14 (Sampling: design and procedures), pp. 403-430
Constantinides, E. and Fountain, S.J. (2008). Web 2.0: Conceptual foundations and
marketing issues. Journal of Direct, Data and Digital Marketing Practice, 9(3), 231-244.
Dev, C.S., Buschman, J.D. and Bowen, J.T. (2010). Hospitality marketing: A
retrospective analysis (1960 – 2010) and predictions (2010 – 2020). Cornell Hospitality
Quarterly, 51(4), 459-469.
Litvin, S.W., Goldsmith, R.E. and Pan, B. (2008). Electronic word-of-mouth in hospitality
and tourism management. Tourism Management, 29, 458-468.
Ye, Q., Law, R., Gu, B. and Chen, W. (2011). The influence of user-generated content on
traveler behavior: An empirical investigation on the effects of e-word-of-mouth to hotel
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online bookings. Computers in Human Behavior, 27, 634-639.
Course Material
Reading assignments and slides will be provided.
Further readings suggested by the lecturer(s)
Comments
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