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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: 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; page 1 / 4 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 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 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 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 page 2 / 4 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 page 3 / 4 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 page 4 / 4