Module code: MAN1086

Module Overview

The behaviour of tourists is a fundamental aspect in understanding the nature of tourism as a whole. Additionally, the understanding of tourist behaviour is imperative for creating the conditions for positive and satisfactory tourist experiences as well as minimizing the negative impacts of their travel, as far as both the destination community and tourists themselves are concerned. This module involves critical reflection of the reasons why people behave as they do when becoming a “tourist”. Aspects of behaviour before, during and after the trip will be discussed in light of theories of consumer behaviour in tourism as well as other relevant areas of research. Attention is also given to the practical implications arising from the analysis of tourist behaviour.

Module provider

Hospitality, Tourism & Events Management

Module Leader

CHEN Li (Hosp & Tour)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 4

JACs code: N830

Module cap (Maximum number of students): N/A

Module Availability

Semester 2

Prerequisites / Co-requisites


Module content

Indicative content includes:

  • Travel decision making

  • Tourist motivations and expectations

  • Perceptions and emotions in tourism

  • Identity and lifestyle consumption in tourism

  • Tourist satisfaction and memory

  • Cross-cultural behaviour in tourism

  • Deviant behaviour in tourism

  • Authenticity in tourism

Assessment pattern

Assessment type Unit of assessment Weighting
Oral exam or presentation GROUP POSTER PRESENTATION 40
Coursework INDIVIDUAL ESSAY (1500 WORDS) 60

Alternative Assessment

In the event that a group poster is not suitable for re-assessment, an individual essay of 1000 words will be assigned.

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate their knowledge and understanding of key concepts of tourist behaviour and the extent to which they are able to critically evaluate current knowledge and its practical implications to tourism management.

Thus, the summative assessment for this module consists of:

  • A group poster presentation (40%, by week 6 of the semester) requiring students to work in groups to design a poster showing their understanding of key concepts, issues and practical implications in the area of tourist behaviour;

  • A 1500-word individual essay (60%, by week 10 of the semester) encouraging students to further explore and evaluate the contribution and practical implications of understanding tourist behaviour.

Formative assessment and feedback will be organised during the semester. Students will be required to submit an essay outline. Feedback on how to improve the work will be provided by the lecturers. 

Module aims

  • Develop an understanding of the complex nature of tourist behaviour;
  • Critically review key aspects of tourist behaviour and factors affecting it;
  • Critically understand the relationships between tourist behaviour research and the practice of tourism management;
  • Develop a critical understanding of the limitations of current knowledge and theory of tourist behaviour and the difficulties faced in attempting to understand tourist behaviour.

Learning outcomes

Attributes Developed
1 Identify key aspects of tourist behaviour KC
2 Evaluate the variety of relevant perspectives to the exploration and understating of tourist behaviour KCP
3 Critically appraise the relationship between tourist behaviour research and tourism management CPT
4 Reflect on the contribution of current knowledge of tourist behaviour as well as its limitations and the challenges in further development of tourist behaviour understanding CT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Tutorial Hours: 11

Methods of Teaching / Learning

The teaching and learning strategy is designed to:

  • Provide students with key knowledge from the perspective of consumer behaviour in tourism as well as other relevant research areas;

  • Encourage students to explore and critically evaluate theoretical perspectives and practical implications of tourist behaviour.

The teaching and learning methods include:

  • Interactive lectures (2 hour per week x 11 weeks) and seminars (1 hour per week x 11 weeks) designed to provide a framework of knowledge and tools for critical thinking;

  • Group work and formative feedback;

  • Guest lectures to provide links between theory and practice.

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for TOURIST BEHAVIOUR :

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Tourism Management BSc (Hons) 2 Compulsory A weighted aggregate mark of 40% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2018/9 academic year.