《消费者行为双语》课程教学大纲.docx
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《消费者行为双语》课程教学大纲
《消费者行为（双语）》课程教学大纲
ConsumerBehaviourModuleSyllabus
课程号/ModuleCode：
34200802
制定（修订）单位/Institute：
SurreyInternationalInsitutute
制定（修订）人或执笔人/Writer：
ShiFangfang
制定（修订）时间/Time：
Feb2012
课程概述/ModuleSummary
Themoduleisdesignedtoprovideknowledgeandunderstandingofconsumerbehaviourviatheoreticaldiscussion,caseanalysisandfirst-handresearchexperience.Itcoversgeneralconsumerbehaivourtheoriesandmodels,andrelatestoexamplesandcasesinthetourismcontext.Themodulefocusesonthemanyfactorsthataffectconsumerbehaviour.Knowledgeandunderstandingofthissubjectinformsareassuchasnewproductdevelopment,marketing,andpublicpolicyissues.Behaviouralconcepts,appropriateresearchtechniquesandrecentresearchfindingswillbediscussed,toenhanceunderstandingofhowtourists/consumerschooseproductsintoday’sworld.
课程的性质/ModuleNature:
CompulsorymoduleforBScTourismManagement
课程教学目标/ModuleAim
Themoduleaimisthatonsuccessfulcompletionofthemodule,studentswillbeableto:
●Understandthecoreconceptsandmodelsofconsumerbehaivour
●Understandandcriticallyevaluatethefactorsaffectingconsumerbehaviourintourism
●Beawareofglobaltourismdemandpatternsandtrendsintouristbehaviour
●Appreciatehowknowledgeoftouristbehaviourfeedsintomarketing,strategyandpolicydevelopment
●Applyresearchmethodstoanalyseanaspectofconsumerbehaviourandreportresultsinaclearandconcisemanner
课程适用的专业与年级/ApplicableMajorsandGrades
BScTourismManagement,Level3
课程的总学时和总学分/ModuleHoursandCredits
36hours,2credits
本课程与其他课程的联系与分工/RelationwithOtherModules
Itisoneofthecoremodulesforundergraduatestudentsmajoringintourismmanagement.ItbenefitsfromthebasicmarketingknowledgeintroducedbythemoduleTourismMarketing,andlaysasolidfoundationformoreadvancedspecialtymodulessuchasVisitorAttractionManagement,InternationalTourismDestinations,etc.
课程使用的教材及教学参考资料/TextbooksandReferences
Coretextbooks
●Swarbrooke,J.&Horner,S.,2007.ConsumerBehaviourinTourism,2nd.edn.Oxford:
Butterworth-Heinemann.
●Pearce,P.L.,2005.TouristBehaviour:
themesandconceptualschemes.Clevedon:
ChannelViewPublications.
Recommendedreading
●Evans,M.,Jamal,A.,andFoxall,G.,2006.ConsumerBehaviour.Chichester:
Wiley.
●Sharpley,R.,2008.Tourism,TouristsandSociety,4thedn.Huntingdon:
ElmPublications.
●SolomonM,Bamossy,G.&Askegaard,S.HoggM.,2010.ConsumerBehaviour–AEuropeanPerspective,4thedn.UpperSaddleRiver:
PrenticeHall.
AcademicJournals:
●AnnalsofTourismResearch
●TourismManagement
●JournalofTravel&TourismMarketing
●JournalofConsumerResearch
Websites:
UNWTO,WTTC
学时分配表/TeachingHoursDistributionChart
课程总学时数/TotalTeachingHours
Session
学时数/Hours
备注/Remarks
Session1
2
Session2
2
Session3
2
Session4
2
Session5
2
Session6
2
Session7
2
Session8
2
Session9
2
Session10
2
Session11
2
Session12
2
Session13
2
Session14
2
Session15
2
Session16
2
Session17
2
Session18
2
Session1Introduction
I.Moduleintroduction
1.Summaryofthemodule
2.Learningoutcomes
3.Teachingandlearningmethods
4.Readingforthemodule
5.Assessment:
Groupproject
II.Consumerbehaviour—basicconceptsandmodels
1.Definitionofconsumerbehaviourandconsumer
2.Valueofunderstandingconsumerbehaviour
3.ConsumerBehaviourasaProcess
4.Actorsintheconsumptionplay
5.Roletheoryandconsumerbehaviour
6.Modelsofconsumerbehaviour
1）Models
•ModelofGeneralisedPurchaseBehaviour
•Travelbuyingbehaviour
•TheoryofReasonedAction
•ConsumerDecision-MakingFramework
2）Groupdiscussion
•Reflectonyourmostrecentexperienceofbuyingaholidayordinner.Towhatextentdothesemodelsexplainyourpurchaseexperience?
3）Someobstaclestopredictingbehaviour
Requirement
•识记/Memory：
Definitionofconsumerbehaviourandconsumer;Modelofconsumerbehaviour
•领会/Understanding：
ConsumerBehaviourasaProcess;TheoryofReasonedAction
•应用/Application：
Useconsumerbehaivourmodelstoexplainconsumerchoicesanddecisionmakingprocess
Session2:
Motivatorsanddeterminants
I.Motivators
1.Atypologyofmotivatorsintourism
1）Physicalmotivators
2）Personaldevelopment
3）Emotionalmotivators
4）Culturalmotivators
5）Statusmotivators
6）Personalmotivators
2.TheLeisureMotivationScale
3.Maslow’shierarchyofneeds
4.Motivatorsandtheindividualtourist
5.Thecomplexityofmotivators
1）Changeofmotivators
2）Multiplemotivations
3）Expressedandrealmotivators
4）Nationalandculturaldifferences
5）Motivatorsandthetimingofpurchasedecisions
II.Determinants
1.Typesofdeterminants
2.Groupdiscussion:
Workingroupsof4-5,reflectonyourpreviousholidayexperience,anddiscusswhathaveinfluencedyourtouristbehaviour.
3.Factorsthatdeterminethetypeoftrip
1）Personaldeterminantsoftouristbehaviour
•Circumstances
•Knowledge
•Attitudesandperceptions
•Experience
2）Externaldeterminantsoftouristbehaviour
•Viewsoffriendsandrelatives
•Themarketingactivitiesofthetourismindustry
•Theinfluenceofthemedia
•National,society-widepolitical,economic,socialandtechnologicalfactors
•Globalpolitical,economic,socialandtechnologicalfactors
Requirement
•识记/Memory：
TheLeisureMotivationScale;Maslow’shierarchyofneeds
•领会/Understanding：
Thecomplexityofmotivators;rangeofmotivators;factorsthatdeterminethetypeoftrip
•应用/Application：
Applymotivationtheoryandtripdeterminantsintourismmarketing
Session3:
ConsumerDecision-Making
I.Typesofconsumerdecisions
II.Involvementanddecisionmaking
III.Fivetypesofperceivedrisk:
1.Monetaryrisk
2.Functionalrisk
3.Physicalrisk
4.Socialrisk
5.Psychologicalrisk
IV.Heuristics
1.Discussion:
Ifyouhaveverylimitedtimetobookahotel,howwouldyouchooseit?
Whataretheimplicationsformarketers?
2.Heuristics:
definition
3.Searchheuristics
4.Evaluationheuristics
5.Choiceheuristics
Requirement
•识记/Memory：
Typesofconsumerdecisions;heuristics’definition
•领会/Understanding：
Fivetypesofperceivedrisk;Involvementanddecisionmaking
•应用/Application：
Influenceconsumerdecisionbasedonunderstandingofheuristicsusedbyconsumers
Session4:
Cultureandconsumerbehaviour
I.Understandingculture
1.Whatisculture?
2.ThreeLevelsofSubjectiveCulture
3.FiveDimensionsofNationalCulture
II.Culture’skeyelements
1.Cognitiveelementsandbeliefs
2.Values
1）Valuesv.beliefs
2）ApplicationsofValuestoConsumerBehaviour
3）ResearchApproachesUsedtoMeasureCulture
4）ValuesandLifestylesSystem（VALS）
3.Normsandcustoms
4.Rituals
5.Myths
6.Sign,signalsandsymbols
III.Cultureandmeaning
1.Cultureisthemeaningsystemthatmembersofanyspecificgroupusetoinformtheirlive
2.McCracken’sMeaningTransferModel
IV.Cultureandconsumerbehaviour
1.Groupdiscussion:
howdoescultureinfluenceconsumerbehaviour?
Provideexamples.
2.Aconsumer’sculturedeterminestheoverallprioritiess/heattachestodifferentactivitiesandproducts.Productsandservicesthatresonatewiththeprioritiesofaculturehaveamuchbetterchanceofbeingacceptedbyconsumers.
3.Ontheotherhand,successfulnewproductsandinnovationinproductdesignprovideawindowonthedominantculturalidealsofthepresentculture.
Requirement
•识记/Memory：
Culture’definition,levels,dimensionsandkeyelements;
•领会/Understanding：
McCracken’sMeaningTransferModel
•应用/Application：
Informproductdevelopmentandmarketingbasedontheunderstandingofculture
Session5:
Casestudyandworkshop
I.Caseanalysisanddiscussion
•Beliefinghostandtouristbehaviour
II.Researchingtouristbehaviours
1.Interview
2.Focusgroup
3.Observation
4.Questionnaires
Requirement
•识记/Memory：
consumerresearchmethodsandtheirfeatures
•领会/Understanding：
prosandconsofdifferentconsumerresearchmethods
•应用/Application：
Chooseappropriatemethodsforconsumerresearch
Session6:
Workshop:
Researchingconsumerbehaviourusinginterviews
I.Typesofinterviews
1.Unstructured
2.Semi-structured
3.Structured
II.Processoftheinterview
1.Themazing
2.Designing
3.Interviewing
4.Transcribing
5.Analyzing
6.Verifying
7.Reporting
III.Practicalmatters
IV.Howtoconductinterviews
V.AnalysisofInterviews
VI.Furthertips
Requirement
•识记/Memory：
typesofinterviewsandprocessofconductinginterviews
•领会/Understanding：
prosandconsofdifferenttypesofinterviews
•应用/Application：
beabletoconductinterviewsandanalysethedata
Session7:
ReferenceGroups,FamilyandChildren
I.Referencegroups;
1.ReferenceGroup:
definition
2.TypesofReferenceGroup
3.TypesofReferenceGroups’Influence
4.ThePowerofReferenceGroups
5.Opinionleaders
II.Familyandchildren:
1.Family
1）familylifecycle
2）buyingrolesinafamily
3）familydecisionmaking
2.GroupDiscussion:
Shouldchildrenbethetargetofmarketers?
Why?
3.Children
1）ChildrenasDecisionMakers
2）Parentvs.PesterPower
Requirement
•识记/Memory：
Referencegroups’definition,types,andinfluence;familylifecycle
•领会/Understanding：
ThePowerofReferenceGroups;buyingrolesinafamily;familydecisionmaking
•应用/Application：
Useopinionleadersandreferencegroupsinmarketingcommunciation
Session8:
Incomeandsocialclass
I.Income
1.Causesofincomeshifts
2.Factorsinfluencingconsumer’sspending
1）Discretionaryincome
2）Consumerconfidence
II.Socialclass
1.Socialstr
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