Syllabus

Title
1039 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
09/26/19 to 10/02/19
Registration via LPIS
Notes to the course
Subject(s) Bachelor Programs
Electives Bloc Course II - International Tourism
Dates
Day Date Time Room
Tuesday 10/08/19 09:00 AM - 10:30 AM LC.2.064 Raiffeisen Kurslabor
Tuesday 10/15/19 09:00 AM - 12:00 PM LC.2.064 Raiffeisen Kurslabor
Tuesday 10/22/19 09:00 AM - 12:00 PM LC.2.064 Raiffeisen Kurslabor
Tuesday 10/29/19 09:00 AM - 12:00 PM LC.2.064 Raiffeisen Kurslabor
Tuesday 11/05/19 09:00 AM - 01:00 PM LC.2.064 Raiffeisen Kurslabor
Tuesday 11/12/19 09:00 AM - 01:00 PM LC.2.064 Raiffeisen Kurslabor
Tuesday 11/19/19 09:00 AM - 01:00 PM LC.2.064 Raiffeisen Kurslabor

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, WU incoming exchange students and BBE-students (free elective).

If you have questions concerning enrolment and waiting lists, please contact the CFM-Coordinator at cfm@wu.ac.at. When organizing the waiting list, CFM students with greater academic progress (“Studienfortschritt”) will be prioritized.

All students must attend the first class!

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Unit details
Unit Date Contents
1 10/08/19

Learning objectives for the course, contents and working schedule.

Introduction of the course materials used.

Forming of student groups.

Questions and answers.
 
2 10/15/19

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 10/22/19

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 10/29/19

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 11/05/19

Intermediate group report on analytical findings and marketing strategy recommendations

Group presentations

Questions and Answers
 
6 11/12/19

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 11/19/19

Final group report on analytical findings and marketing strategy recommendations

Group presentations

Questions and Answers
 
Last edited: 2019-10-08



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