Course Title: CUSTOMER BEHAVIOR IN TOURISM

Course Code: TTE 1113

Program: TOURISM MANAGEMENT

Department: MANAGEMENT

College: APPLIED COLLEGE

Institution: JAZAN UNIVERSITY

 Table of Contents
A. Course Identification....................................................................................................3
6. Mode of Instruction (mark all that apply)...............................................................................3
B. Course Objectives and Learning Outcomes...............................................................3
1. Course Description.................................................................................................................3
2. Course Main Objective............................................................................................................3
3. Course Learning Outcomes.....................................................................................................3
C. Course Content.............................................................................................................4
D. Teaching and Assessment.............................................................................................4
1. Alignment of Course Learning Outcomes with Teaching Strategies and Assessment
Methods.......................................................................................................................................4
2. Assessment Tasks for Students................................................................................................4
E. Student Academic Counseling and Support...............................................................5
F. Learning Resources and Facilities...............................................................................5
1.Learning Resources..................................................................................................................5
2. Facilities Required...................................................................................................................5
G. Course Quality Evaluation..........................................................................................5
H. Specification Approval Data........................................................................................6

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 A. Course Identification

1. Credit hours: 3
2. Course type
a. University College Department √ Others
b. Required √ Elective
3. Level/year at which this course is offered: 1st Year / Third Semester
4. Pre-requisites for this course (if any): NONE

5. Co-requisites for this course (if any): NONE

6. Mode of Instruction (mark all that apply)

Percentage Contact Hours Mode of Instruction No
100 44 Traditional classroom 1
00 00 Blended 2
00 00 Hybrid 3
00 00 Distance learning 4
00 00 Other 5

7. Contact Hours (based on academic semester)

No Activity Contact Hours
1 Lecture 22
2 Laboratory/Studio 22
3 Tutorial 00
4 Others (specify) 00
Total 44

B. Course Objectives and Learning Outcomes

1. Course Description
This course provides basic information on actual topics in the area of Customer
Behavior in context to Tourism Industry. The course is focused on both the study of the
theoretical concepts of customer behavior in tourism (particularly in cultural tourism)
and the development of managerial skills. The course includes studying of the basic
characteristics of customer behavior in different kinds of cultural tourism; marketing
programs used in the cultural and tourism organizations; processes of commercialization
of art and culture.

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 2. Course Main Objective
After completing this course, the students should be able to:

 Have an overview of the topics of customer behavior in tourism and leisure.

 Understand the basics of tourism and tourist behavior.

 Characteristics of customer behavior in the individual vs. group markets in

tourism industry.
 the factors that affect the demand for tourism, and the characteristics of the
offer and the demand for tourism
 to analyze the customer decision process (internal and external influences on
consumer behavior)

 They will be able to describe and explain tourist behavior through their new
knowledge of leisure psychology.

3. Course Learning Outcomes

Aligned
CLOs
PLOs
1 Knowledge and Understanding
1.1 DEFINE customer behavior in tourism and DEMONSTRATE its K1
concepts and importance.
1.2 DESCRIBE how customer behavior in tourism can affect tourism K2
growth
1.3 ANALYSE the customer behavior model in tourism which K3
motivate the Tourists to buy tourist products
2 Skills :
2.1 IDENTIFY the role of customer behavior in the Tourism S1
Marketing Process
2.2 APPLY theory of customer behavior in tourism industry in S2
practical field.
3 Values:
3.1 COMMUNICATE effectively with a range of audience. V1
3.2 Work with multi-disciplinary teams to communicate effectively V2
both in written and oral forms, with the relation to tourism and
hospitality.
3.3 Evaluate the use information related to tourism industry. V3
3.4 FUNCTION effectively in teams to accomplish a common goal. V4

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 C. Course Content
Contact
List of Topics No
Hours
4 CUSTOMER BEHAVIOR IN TOURISM - OVERVIEW
1
4 MAIN CONCEPTS IN CUSTOMER BEHAVIOR AND
2
MOTIVATORS

4 MODELS OF THE PURCHASE DECISION MAKING PROCESS

3
4 TYPOLOGIES OF TOURIST BEHAVIOR AND SEGMENTATION
4
4 CUSTOMER BEHAVIOR AND MARKETS IN THE DIFFERENT
5
SECTORS OF THE TOURISM

4 RESEARCHING TOURIST BEHAVIOR & QUALITY AND

6
TOURIST SATISFACTION

4 INTERNAL AND EXTERNAL INFLUENCES ON CUSTOMER

BEHAVIOR IN TOURISM 7

4 MARKETING COMMUNICATION TOOLS USED IN CUSTOMER

8
BEHAVIOR IN TOURISM INDUSTRY
4 MANAGING CUSTOMER BEHAVIOR IN TOURISM ATTRACTIONS
9

4 USE OF INFORMATION TECHNOLOGY IN CUSTOMER

10
BEHAVIOR

4 PRACTICAL TASK ASSIGNMENTS

11
44 Total

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 D. Teaching and Assessment
1. Alignment of Course Learning Outcomes with Teaching Strategies and
Assessment Methods
Code Course Learning Outcomes Teaching Strategies Assessment Methods
1.0 Knowledge and Understanding
DEFINE customer behavior in Lectures Quiz
Tourism and DEMONSTRATE its Class Assignments Midterm Exam
1.1 concepts and importance. Class Discussions Final Exam
Home Assignment Student survey
BB Assignments
DESCRIBE how customer Lectures
Quiz
behavior in tourism can affect Class Assignments
Midterm Exam
tourism growth Class Discussions
1.2 Final Exam
Home Assignment
Student survey
BB Assignments

ANALYSE the customer behavior Lectures

Quiz
model in Tourism which motivate Class Assignments Midterm Exam
1.3 the tourists to buy tourist products Class Discussions Final Exam
Home Assignment
Student survey
BB Assignments

2.0 Skills
EVALUATE functions of tourism Lectures
Quiz
organizations. Class Assignments
Midterm Exam
Class Discussions
2.1 Final Exam
Home Assignment
Student survey
BB Assignments
Practical classes
APPLY theory of tourism in
practical field. Midterm Exam
Written
2.2 Final Exam
Assignments
Direct Observation
BB Assignments
Practical classes
3.0 Values
COMMUNICATE effectively with Group Activity,
Direct Observation
a range of audience. Role Play
3.1 Presentation
BB Assignments
Practical classes
WORK with multi-disciplinary
teams to communicate effectively Group Activity,
both in written and oral forms, Role Play Direct Observation
3.2
BB Assignments Student survey
with the relation to tourism and
hospitality.
Evaluate the use information Group Activity,
related to and tourism industry. Role Play Direct Observation
3.3
BB Assignments Student survey

3.4 FUNCTION effectively in teams to Group Activity Direct Observation

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 Code Course Learning Outcomes Teaching Strategies Assessment Methods
accomplish a common goal.
2. Assessment Tasks for Students
Percentage of Total
Week Due *Assessment task #
Assessment Score

5% Continuous Attendance & Ethics 1

5% Continuous Class Participation 2

10% Continuous Assignments & Quiz 3

10% Continuous Practical cases 5

20% 5th week Mid-term Exam 1 6

50% 12th week Final Exam 7

100% TOTAL
*Assessment task (i.e., written test, oral test, oral presentation, group project, essay, etc.)

E. Student Academic Counseling and Support

Arrangements for availability of faculty and teaching staff for individual student
consultations and academic advice :
Arrangements are being done for academic counseling and advice for students which include:

•OFFICE HOURS AND ADVICE:

 Each faculty member allocates four – six office hours every week for students, which
are declared to students at the beginning of each course.
 The office hours are principally devoted for scientific queries

•ACADEMIC SUPERVISION
 Each group of students is assigned to a faculty member who will provide academic
counseling for them during assigned hours.
 Academic counseling is available also via vice-dean for academic affairs.

•DEPARTMENT COUNCIL
 Review the submitted application from students in regard to any excuse academic
activity or exam
 Regulations of Deanship of Students' Affairs:
 College is following the University regulations of Deanship of Students' Affair.
SPECIAL SUPPORT
1. Ramps have been made at the entrance of each gate of the college building so that they
can easily enter the building especially classrooms and lab building.
2. Classes and Labs are arranged at ground floor and if possible at a suitable time for
those sections in which special need students are enrolled (as per request).
3. Lift facilities have been provided for a student for easy accessibility.

F. Learning Resources and Facilities

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 1.Learning Resources
 CONSUMER BEHAVIOR IN TOURISM - Swarbrooke, J.
Required Textbooks
And Horner,S. (2020).
1. Tourist Behavior (Past, Present, Future) - Narendra Kumar
Essential References & Swati Sharma – 2022
Materials

Electronic Materials
www.googlescholar.com
www.altavista.com
www.emeraldinsight.com
www.scribd.com
www.depts.ttu.edu/hs/ccfcs/PDFs/Intro_Hospitality_Tourism.pdf
SDL – Saudi Digital Library

 Other learning material such as computer-based

programs/CD, professional standards/regulations.
Other Learning  Study notes supplied along with CDs.
Materials

2. Facilities Required
Item Resources
 Classrooms are equipped with both blackboards
Accommodation and smart boards.
Classrooms, laboratories, demonstration (  Existence of Video conference room.
).rooms/labs, etc  Existence of information security systems
against electronic threats
Technology Resources  Computer labs are equipped with computers
AV, data show, Smart Board, software, ( and software.
).etc

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 Item Resources
 AMADEUS
 GALILEO
 SABRE
 WORLDSPAN
Other Resources
Specify, e.g. if specific laboratory (  Blackboard
equipment is required, list requirements or
)attach a list

G. Course Quality Evaluation

Evaluation
Evaluators Evaluation Methods
Areas/Issues
Effectiveness of Teaching Class Visits & Student
Faculty & Students,
Survey
Quality of Learning Faculty Survey & Students
Faculty & Students
Resources Survey
Evaluation areas (e.g., Effectiveness of teaching and assessment, Extent of achievement of course learning
outcomes, Quality of learning resources, etc.)
Evaluators (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify)
Assessment Methods (Direct, Indirect)

H. Specification Approval Data

Council / Committee Applied College Planning And Program Committee
Reference No.
Date MARCH 2023