Tribhuvan University
Faculty of Management
Office of the Dean
Bachelor of Travel and Tourism Management (BTTM)
Course Description
:This course contains introduction of different culture, social -psychology, tourist behaviors and motivators, determinants and models of the purchase decision making, tourists’ behavior, segments of tourism and linkage of culture and social psychology.
Course Objective
:The main objective of this course is to acquaint the students about the importance of tourism and tourist’s behavior, the factors influencing behavior; cross cultural behavior, knowledge and involvement, attention and comprehension, attitudes and intentions; decision‐making behavior; classical and operant learning; cultural influences of market origin; reference groups which are closely related to travel and tourism. Course Description This course contains introduction of different culture, social -psychology, tourist behaviors and motivators, determinants and models of the purchase decision making, tourists’ behavior, segments of tourism and linkage of culture and social psychology.
Course Contents:
Lecture hours show the approximate classroom time allocated to each unit.
Unit 1. Introduction to the module Culture, Social Psychology and Tourism
- a. Historical perspective of Culture, Social Psychology and Tourism
Unit 2. Social Psychology and its application in tourism practice
- b. Social Physiological level studies (Theory of Social Psychology) i. Satisfaction of the physiological and safety needs (Levels 1 and 2 of the Maslow’s pyramid) ii. Satisfaction of social needs (Level 3 of the Maslow’s pyramid) iii. Satisfaction of self -appreciation needs and self -realization (Level 4 and 5 of Maslow’s pyramid) c. Studies in cognition, Individual difference and The Environment
Unit 3. Concepts of tourist behaviors & motivators in the Cross Cultural Perspectives
- d. National Culture Dimensions (Greet Hofstede): Dimensions of national culture, Importance of cultural -differences awareness, practical applications of Hofstede’s theory, limitations.
- e. Intra-personal phenomena in tourist behaviors i. Attitudes, Persuasion, Social cognition and Self-concept f. Inter-personal phenomena in tourist behaviors i. Social influence, Group dynamics and Interpersonal attraction
Unit 4. Determinants and models of the purchase decision‐making process
- g. Buyer decision process i. Problem/need-recognition, Information search , Evaluation of alternatives , Purchase decision and Post-purchase behavior h. Models of buyer decision-making i. Cognitive and personal biases in decision-making
Unit 5. Typologies of tourist behavior and different segmentations
- j. Plog’s Psychocentric Models of Tourist Behaviors and Destination Life Cycle k. Cohen’s Tourist Typology and Lazer’s Product Life Cycle l. Roger’s Product Adoption Curve m. Global Travel Survey and Pearce’s Travel Category n. Psychographics Tourist behavior
Unit 6. The nature of demand in different segments of tourism
- o. Commonsense segmentation p. Data-driven segmentation q. Other approaches to creating market segments
Unit 7. Tourist behavior in the different sectors of tourism
- r. Hoteliers (supplier) and tour operators (customer) s. Airlines (customer) and travel agents (intermediary) t. Destination Zone (Accommodation sectors, Attractions sectors, Support services, Tour operators , Ground handlers , Destination marketing agencies , Transition zone and Generation zone u. Factors when making a purchase decision (Price, Location, Previous experiences, and Safety) v. Seasonality w. Methods of booking or reserving
Unit 8. Research in tourist behavior
- x. Methods y. Ethics z. Replication crisis aa.Famous experiments bb. Academic journals
Unit 9. Theories of tourist behavior in Tourism Sector
- cc.Concepts and Theories Relevant to Tourism dd. Tourist Attractions and Activities ee.Concepts and Theories Relevant to Cultural Tourism ff. Concepts and Theories Relevant to Tourist Market and Behavior gg. The emergence of new markets and changes in tourist demand hh. Quality and tourist satisfaction
Unit 10. New links of Culture and Social Psychology in Tourism in Nepal
- ii. Minds on the move - Motivation and Destination Choice i. Why people travel ii. Destination choices jj. Attitudes and Satisfaction i. New directions in attitude research ii. New dimensions in satisfaction research kk. Memory ll. Personal Growth mm. Cautious Borrowing nn. Anticipating the Future i. Perspective, Focus, Domain of inquiry , Timeframe, Cultural context and Tourism setting
- Text Books Swarbrooke, J. and Horner, S. (2006). Consumer Behavior in Tourism. Oxford: Butterworth
- Heinemann.
Suggested Readings:
Books Pizam,A and Mansfeld,Y. (2000). Consumer Behavior in Travel and Tourism. Oxford: The Howorth Hospitality Press. Crouch,G., Perdue,R., Timmermans,H. and Uysal,M. ( 2004). Consumer Psychology of T ourism, Hospitality and Leisure. Wallingford: CABI Publishing. Halloway, J. (2004). Marketing for Tourism (4th Ed.). Essex: Prentice Hall. Horner,S. and Swarbrooke,J. (2004). International Cases in Tourism Management. Oxford: Butterwoth Heinemann. Peter,J. and Olson, J. (2002). Consumer behavior and Marketing Strategy.(6th ed.). London: McGraw‐Hill. Reisinger,Y. and Turner,L. (2003). Cross ‐Cultural Behaviour in Tourism. Oxford: Butterworth ‐ Butterwoth Heinemann. Mooij, M. (2004). Consumer Behaviour and Culture., USA: Sage Publications. Uzzell,D. (1984). An alternative structuralist approach to the psychology of tourism marketing. Department of Psychology, University of Surrey, UK Perussia, F. (1989). An introduction to the social psychology of tourism. Final Report of the study for the European Economic Community, Milano: Fast-Tci, 1989, 175-218. Seoho, U. (1990) Attitude determinants in tourism destination choice. Kyonggi University, Korea John L. Crompton Texas A&M University, USA Moore,K. Cushman,G. Simmons,D. (1995) Behavioral conceptual ization of tourism and leisure, Lincoln University, New Zealand Oana,S. and Mihai,T. (2006) Consumer behavior in the different sectors of tourism. Lucian Blaga University of Sibiu, Romania Hottola,P. (2004) Cultur e Confusion: Intercultural Adaptation in Tourism. Finnish University Network for Tourism Studies, Finland. Petermann,T. Revermann,C and Scherz,C. (3005) Future Trends in Tourism. Office of technology assessment at the German Bundestag. Moscardo,G. (1996) Mindful Visitors: Heritage and Tourism. James Cook University, Australia Lohmann,M. (2006) New Demand Factors in Tourism. Institut für Tourismus - und Bäderforschung in Nordeuropa GmbH Simkova,E. (2014) Psychology and its application in tourism. University of Hradec Králové, Rokitanského 62, Hradec Králové 500 03, Czech Republic Philip L. Pearce and Peter F.Stringer (1991) Psychology and Tourism. James Cook University of North Queensland, Australia and Queen’s University of Belfast. UK Pearce, P.L. and Packer, J. (2013). Minds on the move: New links from psychology to tourism. Annals of Tourism Research, 40, 386-411. Macbeth,J. (1996) Tourism Community Relationship. Murdoch University, Australia Gnoth,J. (1997) Tourism motivation and expectation formation. University of Otago, New Zealand. Dolnicar,S. and B.Demp (2009) Tourism Segmentation by Consumer -based variables. University of Wollongong Richard C. Stedman (2002) Environment and Behavior: Toward a social Psychology of Place: Predicting Behavior from Place -Based Cognitions, Attitude, and Identity. Environmental Design Research Association.