課程大綱

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課程概述

瞭解觀光客之心理與行為，向為觀光學術訓練中不可或缺的一環。本課程以心理及行為科學之理論為綱領，由行銷之觀點切入，配合觀光領域之例證，剖析個別觀光客複雜的消費決策過程。主要課程內容探討觀光客消費心理之各階段、影響消費決策之內外在因素、消費者行為之重要全球性趨勢、以及蒐集觀光客資訊之方法。期促使學生進一步體認觀光消費行為之範疇，並能將學習到的基本觀念與知識活用於職場或進修。

It is indispensable in academic tourism training to discipline the students to explore into tourists’mind and behaviour. This course, ‘Consumer Behavior’, presents the theories and examples in psychology and behaviour science relevant to tourism studies. The complex decision-making processes in tourists’ buying behaviour viewed from marketing perspective are the basic focus. The main parts of this course include the psychology of tourists’decision-making process, the factors affecting consumers’ buying decisions, the important trends of global consumer behaviour, and the research methods to collect tourists’information. The students are expected to grasp the basic concepts of tourists’buying behaviour, and to utilise the knowledge actively in their future career or academic pursuit.

授課內容

教師介紹本週的探討主題