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HTM 3103 Consumer Behavior for Hospitality & Tourism

HTM 3103 Consumer Behavior for Hospitality & Tourism. Final exam Guide. Exam structure (40%). Part I: 80 MC (*1.5) Part II: 25 TF (*1.2) Part III: 25 M (*2) !Strongly recommend to do Part III first!. Chapters to be covered. Social & Cultural Motivations Reference groups

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HTM 3103 Consumer Behavior for Hospitality & Tourism

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  1. HTM 3103Consumer Behavior for Hospitality & Tourism Final exam Guide

  2. Exam structure (40%) • Part I: 80 MC (*1.5) • Part II: 25 TF (*1.2) • Part III: 25 M (*2) • !Strongly recommend to do Part III first!

  3. Chapters to be covered • Social & Cultural • Motivations • Reference groups • The end of the marketing concepts (Market segmentation) • Researching tourist behavior

  4. Social & cultural (15 MC) • Mainstream US cultures vs Asian cultures • Hofstede’s 4 cultural dimension • Cultural value • What is it? How cultural values are learned? • 5 symbolic roles of hospitality products to consumers • Subcultures • Possessions & Symbols • Social class • In general & activities which different people from different strata pursue

  5. Market segmentation (13MC) • 4 eras of marketing • Methods of segmentation • Benefits of segmentation • Characteristics of valuable segment

  6. Reference groups (14 MC) • Types of reference groups • Definition & application • Family life cycles and their consumption patterns • Types of decisions in a household • Different roles of making decision in a household

  7. Marketing research (14 MC) • Techniques in Marketing research • Basic understanding on • Marketing research vs Market research • Qualitative vs Quantitative data • Primary data vs secondary data • Internal vs external source • Different Timing of getting different information from respondents

  8. Motivations (18 MC) • Maslow’s Heirachy (applications to Hospitality) • Leisure Motivational scales • Motivations to travel for • Male vs Female • Different places e.g. museum, golf club, theme park etc., • Different types of people • Basic understanding of motivations in general

  9. CHokE AAA ka! And ALL the best for your future! ALL my students sec. 401-406 ^^! • With Love , A. A

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