Syllabus

Title
5019 Planning and Designing New Touristic Services
Instructors
Dr. Christian Buchta
Contact details
christian.buchta@wu.ac.at
Type
PI
Weekly hours
2
Language of instruction
Englisch
Registration
02/21/18 to 02/27/18
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Electives Bloc Course II - International Tourism
Dates
Day Date Time Room
Tuesday 03/06/18 09:00 AM - 10:30 AM TC.-1.61
Tuesday 03/13/18 09:00 AM - 12:00 PM TC.3.02
Tuesday 03/20/18 09:00 AM - 12:00 PM LC.-1.038
Tuesday 04/10/18 09:00 AM - 12:00 PM TC.3.02
Tuesday 04/17/18 09:00 AM - 01:00 PM LC.-1.038
Tuesday 04/24/18 09:00 AM - 01:00 PM LC.-1.038
Tuesday 05/08/18 09:00 AM - 01:00 PM LC.-1.038

On this page:

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Contents
o understanding basic approaches to tourism data analysis
o formulating competitive tourism marketing strategies
o developing new tourism products / services
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Learning outcomes
Be able to

o explain and apply basic and selected methods
o process and communicate results to managers
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Teaching/learning method(s)
o reading assignments
o class room discussion
o class room exercises
o group work assignments for preparing presentations
o presentations by student groups
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Assessment

A total of 64 credit points are attainable: 50% are for individual contributions (exercises, discussion, and quizzes, weighted 3:1:1) and 50% for group work / presentations. More than half of the credits points are required to pass the course. A grade bracket has 8 points. You get regular feedback on your number of points collected in the course via the Learn@WU-System, as soon as you are registered there. For details see Gradebook.

Quizzes, ad hoc or announced, may be held in some classes.


Each student is allowed to miss up to 4 lecture hours in total. There is no possibility to make up missed quizzes.

Each student must present at least once for the group.

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Prerequisites for participation and waiting lists

For participants of the Cross-Functional Management Program and WU-incomings only

For questions concerning enrolment and waitinglists please contact the Coordinator of the Cross-Functional Management Programme at cfm@wu.ac.at

All students must attend the first class!
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Unit details
Unit Date Contents
1 03/06/18

Learning objectives for the course, contents and working schedule.

Introduction of the course materials used.

Forming of student groups.

Questions and answers.
 
2 03/13/18

Explanatory models of travel and leisure behavior

Review of basic concepts of data analysis

Readings assignments:  [80] Mazanec, J. (1994) Consumer Behavior, in: St. Witt and L. Moutinho (eds.), Tourism marketing and management handbook, 2nd ed., New York, Prentice Hall, p. 293-299. Decrop, A. (1999) Tourists' Decision-Making and Behavior Processes, in: A. Pizam and Y. Mansfeld (eds.), Consumer Behavior in Travel and Tourism, New York, The Haworth Hospitality Press, p. 103-133.

Exercises: Malhotra, N.K. (2009) Marketing Research An Applied Orientation, 6th ed., Upper Saddle River, NJ, Pearson Education Inc., Chapter 15, p. 448-494.
 
3 03/20/18

Competitive tourism marketing strategies

Introduction to Analysis of Variance

Reading assignments:[141] Hsieh, S., O'Leary, J.T., and Morrison, A.M. (1994) A comparison of package and non-package travelers from the United Kingdom. Journal of International Consumer Marketing, 6(3/4), p. 79-100. Moutinho, L. (2000) Segmentation, Targeting, Positioning and Strategic Marketing, in: L. Moutinho (ed.), Strategic Management in Tourism, London, CABI publishing, p. 121-166.

Exercises: Malhotra, N.K. (2009) Marketing Research An Applied Orientation, 6th ed., Upper Saddle River, NJ, Pearson Education Inc., Chapter 16, p. 496-527. Janssens, W. et al (2008): Marketing Research, Pearson Education Limited, p. 120-129 (Example 5), p. 92 - 107 (Example 3).
 
4 04/10/18

A-posteriori market segmentation; constructing tourist types

Profiling segments and judging their practical relevance and usability

Introduction to cluster analysis, demonstration and examples

Reading assignments:[124] Mazanec, J.A. (1984) How to detect travel market segments: A clustering approach, Journal of Travel Research, 23(2), p. 17-21. [83] Lowyck, E., L. Van Langenhove, L. Bollaert (1992) Typologies of tourist roles, in: P. Johnson, B. Thomas and P.L. Wright (eds.), Choice and demand in tourism, London, Mansell, p. 13-32.

Exercises: Malhotra, N.K. (2009) Marketing Research An Applied Orientation, 6th ed., Upper Saddle River, NJ, Pearson Education Inc., Chapter 20, p. 628-655. Janssens, W. et al (2008): Marketing Research, Pearson Education Limited, p. 342 - 361 (Example 2)

Start of group work on constructing customer segments based on the preferences of summer vacationers.

Data set of Austrian summer vacationers.
 
5 04/17/18

Intermediate group report on analytical findings and marketing strategy recommendations

Group presentations

Questions and Answers
 
6 04/24/18

Developing new products and services

Introduction to Conjoint Analysis

Reading Assignments:[128] Renaghan, L.M., Kay, M.Z. (1987) What meeting planners want: the conjoint analysis approach. Cornell Hotel and Restaurant Administration Quarterly, 28(1), p. 67-76. Moutinho, L. (2000) International Tourism Management, in: L. Moutinho (ed.), Strategic Management in Tourism, London, CABI publishing, p. 315-335.

Exercises: Malhotra, N.K. (2009) Marketing Research An Applied Orientation, 6th ed., Upper Saddle River, NJ, Pearson Education Inc., Chapter 17, p. 528-567, Chapter 21, p. 669-679. Janssens, W. et al (2008): Marketing Research, Pearson Education Limited, p. 141 - 173 (Example 1).
 
7 05/08/18

Final group report on analytical findings and marketing strategy recommendations

Group presentations

Questions and Answers
 
Last edited: 2017-11-30



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