Changing Touristic Behaviour

Om faget

Emner

Markedsføring Serviceledelse Forbrugeradfærd

Fagets indhold

This course will provide an advanced level of understanding tourist behaviour with the specific focus on behavioural change, with the aim to understand how to implement change to a more sustainable tourist behaviour. This also includes aspects of change management and how to conduct measurements of changing behaviour (e.g., experimental design).

Through providing an overview of theories and research from the field, as well as some hands-on insights from practice the course is designed to be highly interactive and build upon principles of active learning. Students are expected to comment on readings and are invited to do group exercises throughout the course.

Key theoretical frameworks, concepts and issues regarding tourist behaviour and behavioural change will be presented in learning videos and then discussed in class. Part of the course fabric is also the inclusion of guest speakers from the Danish Industry, as well as a fieldwork assignment done both together as a class, in groups and/or individually. We are going to discuss ideas and ways of doing research in class.

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Det lærer du

The aim of the course is to introduce students to theories and methods of sustainable tourism behaviour and especially about implementing change in such a behaviour. Students have to apply these frameworks and critically reflect upon them. More specifically, to achieve the grade 12, students have to meet the following learning objectives with no or only minor mistakes:

Describe and explain the fundamental theoretical concepts and frameworks within the field of tourist behaviour and behavioural change.
Apply these different theoretical concepts and frameworks on some typical phenomena in the tourism and hospitality industry.
Identify and analyse elements of the service ecosystems and their influence on behavioural change for tourists.
Identify appropriate research methods to understand tourist behaviour at various touch points, servicescapes and through the design of tourism and hospitality services.
Critically reflect on theoretical and practical aspects of touristic service ecosystems and their influence to adjust touristic behaviour in a sustainable way.

Course prerequisites

none

Fakta

Niveau

Kandidat

Type

Valgfag

ECTS

Fagkode

ASTHV1013U

Undervisningsperiode

Forår – 3. quarter

Studieår

2024/2025

Status

Ledige pladser

Sprog

Engelsk

Undervisningsform

Hybrid

Eksamen

Skriftlig opgave
Individuel eksamen, forår

Bedømmelse

7-trins skala