Syllabus

Title
4937 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
02/18/19 to 02/22/19
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Electives Bloc Course II - International Tourism
Dates
Day Date Time Room
Tuesday 03/05/19 08:30 AM - 10:00 AM LC.-1.038
Tuesday 03/12/19 09:00 AM - 12:00 PM LC.-1.038
Tuesday 03/26/19 09:00 AM - 12:00 PM LC.-1.038
Tuesday 04/02/19 03:00 PM - 06:00 PM TC.3.02
Tuesday 04/09/19 03:00 PM - 07:00 PM D2.-1.019 Workstation-Raum
Tuesday 04/30/19 09:00 AM - 01:00 PM LC.-1.038
Tuesday 05/07/19 04:00 PM - 08:00 PM D2.-1.019 Workstation-Raum

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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Attendance requirements

Each student is allowed to miss up to 4 lecture hours in total.

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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.


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 03/05/19

Learning objectives for the course, contents and working schedule.

Introduction of the course materials used.

Forming of student groups.

Questions and answers.
 
2 03/12/19

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 03/26/19

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 04/02/19

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 04/09/19

Intermediate group report on analytical findings and marketing strategy recommendations

Group presentations

Questions and Answers
 
6 04/30/19

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 05/07/19

Final group report on analytical findings and marketing strategy recommendations

Group presentations

Questions and Answers
 
Last edited: 2019-01-14



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