Tourism and leisure organizations are very complex service industries where consumer orientation is extremely important. This course provides basic information on current topics in the areas of tourism and leisure psychology and consumer behavior. Psychological concepts are discussed with respect to issues of consumer behavior, and aspects of tourism marketing are analyzed from a psychological standpoint.
The main topics of the course are:
- Consumer behavior basics
- Tourist behavior
- Sources of travel behavior data
- Types of sources / studies in tourism and leisure
- Psychological concepts: motivation, attitudes, awareness & images; acceptance
- Information behavior, Choice, and Decision
- Marketing and industry issues: segmentation, brands; advertising
A MODUL University professional seminar is divided into three sections, allowing for maximum flexibility.
- Pre-Module phase: a two week e-learning period where participants are required to study reading material at home
- Core-Module phase: a two day seminar on MU Vienna’s campus
- Post-Module phase: a 2-4 week e-learning period where participants are required to complete a project or paper at home
Total course time is approximately one month, while the required on-campus seminar time is two days.
Dr. Martin Lohmann is full professor for Consumer Psychology with the University of Lüneburg and managing and research director at the Institute for Tourism and Recreational Research in Northern Europe, Kiel, Germany. Furthermore, he is a lecturer at the Institute for Experimental Business Psychology at the Leuphana University. His research interests are in the field of consumer behaviour in tourism and market research (e.g. themes trends, impacts, and recreation), tourism market research (e.g. guest surveys, image analyzation), applied research and consulting (e.g. for tourism companies and organizations, vacation destinations and regions and national and international institutions).