In this course, we deal with a special context of consumer behaviour: consumer behaviour in an experiential setting. This context is closely related to a service context, where:
We shall discuss a number of general consumer behaviour models but also go in-depth with a number of different issues related to the topic of the course. We further discuss selected empirical results mostly with the scope of Switzerland.
At the end of this course, the students are familiar with the following topics related to consumer behaviour in tourism:
Grades will be based on a one-hour written exam at the end of the semester. Students are expected to prepare the first tier readings/papers in such a way that they can participate in content discussions during the classes.