Consumer behavior in cultural tourism
- to analyze the consumer decision process (internal and external influences on consumer behavior)
- to segment the target audience
- to conduct market consumer research
- to use marketing communication tools in order to promote products of cultural tourism
- to manage the cultural tourism attractions
- To possess methods of gathering and organizing information; being able to apply those methods to solve specific problems; being able to define the target audience’s needs.
- Being able to develop an innovative approach (tools, products) for the qualitative improvement of the facilities in the creative sector.
- Being ready on the basis of the theoretical concepts and practical examples from the field of creative industries to identify niches that might be successful for the cooperation between culture, creativity and entrepreneurship
- Being able to define the target audience’s needs.
- To possess methods of gathering and organizing information; being able to apply those methods to solve specific problems; being able to define the target audience’s needs
- Being ready on the basis of the theoretical concepts and practical examples from the field of creative industries to identify niches that might be successful for the cooperation between culture, creativity and entrepreneurship.
- Internal influences on consumer behavior in cultural tourismTypes, meanings, and characteristics of cultural tourism. Consumer as a subject of marketing analysis. Psychological foundations of behavior: learning, attitudes and beliefs, perception, memory, values and motivation. Models of consumer behavior in cultural tourism. ‘Push’ and ‘pull’ factors. Consumer decision making: approaching a decision, decision and consequences.
- External influences on consumer behavior in cultural tourismConsumer society: high vs massive consumer behavior. The role of Age, Personality, Income, Gender, Nationality on tourist choices. Influence of groups, social class and family structure. Cultural Influences on consumer behavior. Destination image and its influence on tourist choice. The role of tour guide and interpretations of meanings
- Consumer behavior and consumer researchMarket research methods. Quantitative and qualitative methods. Focus groups and in depth interviews. Observational methods. Ethnographic methods. Surveying consumers. Social media monitoring
- Marketing communication tools: particularities in cultural tourismMarketing strategy within the corporate strategy of tourism market stakeholders. Impact of various types of media on consumer behavior (in particular decision making process). Particularities and ways of communicating with consumers in cultural tourism. Product/ service/offers positioning in tourism market, advertising and promotion
- Managing consumer behavior in cultural tourism attractionsPrediction of emerging consumer needs. The emerging of new tourist markets. Cooperation of federal and local authorities, local communities and business in creation and promotion of tourist products. Management of tourist cultural attractions with the consideration of consumer needs, consumer experiences and practices. Tourist decision making about visiting Russia and Russian cultural attractions. Tourist participation and co-construction
- Interim assessment (4 module)Students’ progress is monitored during the course by: - individual work (five home assignments, based on reading articles, discussing and solving cases at the end of each topic). Individual work assignments (only paper versions) are to be handed in before class on the day they are due. No late individual work is accepted. - class work includes: five written tests during lectures and individual and group work at seminars. - homework consists of the group project presentation. Each group consists of approximately 3-5 students and presents the consumer research for the Museum. 0,4 seminars + 0,2 lectures + 0,2 individual work + 0,2 homework
- Kumra, R. Consumer Behaviour. Mumbai, Global Media, 2006. – URL: https://ebookcentral.proquest.com/lib/hselibrary-ebooks/reader.action?docID=3011355&ppg=1&query=consumer%20behaviour
- Nair, S. R. (2009). Consumer Behaviour and Marketing Research : (text and Cases) (Vol. Rev. ed). Mumbai [India]: Himalaya Publishing House. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=332241