English   Danish

2023/2024  AO-ASTHO1002U  Advances in Tourist Behaviour

English Title
Advances in Tourist Behaviour

Course information

Language English
Course ECTS 5 ECTS
Type Mandatory
Level Master
Duration One Quarter
Start time of the course First Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
AO Study Board for cand.soc.
Course coordinator
  • Florian Kock - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
  • Business psychology
Teaching methods
  • Blended learning
Last updated on 26-06-2023

Relevant links

Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: This course aims to introduce to students the domain of consumer psychology. The specific learning objectives of the course are the following:
  • Describe and discuss the various concepts in tourist behavior.
  • Be able to apply the concepts to identify and explain tourists‘ behaviors and choices.
  • Present a clear and coherent argument for your choice of relevant theories and models.
  • Critically assess the value and relevance of models, concepts and theories presented throughout the course.
  • Identify and discuss practical implications and limitations of applying specific theories, models, and concepts from the course.
Advances in Tourist Behaviour:
Exam ECTS 5
Examination form Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 3 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Autumn
Aids Limited aids, see the list below:
The student is allowed to bring
  • USB key for uploading of notes, books and compendiums in a non-executable format (no applications, application fragments, IT tools etc.)
  • An approved calculator. Only the models HP10bll+ or Texas BA ll Plus are allowed (both models are non-programmable, financial calculators).
  • In Paper format: Books (including translation dictionaries), compendiums and notes
The student will have access to
  • Advanced IT application package
Make-up exam/re-exam
Same examination form as the ordinary exam
The number of registered candidates for the make-up examination/re-take examination may warrant that it most appropriately be held as an oral examination. The programme office will inform the students if the make-up examination/re-take examination instead is held as an oral examination including a second examiner or external examiner.
Course content, structure and pedagogical approach

Understanding tourists’ behavior, their thoughts, feelings and motivations is key to business success. Be it the choice of a holiday destination, the booking of a hotel, or the decision regarding travel mode, the foundation of an organization's success lies in understanding how tourists think, feel, choose, and consume tourism and hospitality services. In most cases, the answer to these questions can be obtained by drawing on the extensive field of psychology. Over the last two decades, tourism researchers and managers have increasingly recognized the potential of psychology to understand tourist behavior. This course is designed to help students become curious discoverers and astute thinkers for behavioral phenomena encountered in tourism and hospitality. This course provides a comprehensive coverage of theories, concepts and management tools to understand these challenges “.

The topics discussed in this course can be grouped in four broad clusters. Each cluster comprises of various specific applications.


Cognition, Attitude and Motivation

•                       Mental Processing and Decision-Making

•                       Destination Image and Destination Choice

•                       Travel Career Patterns and Motivations

•                       Tourism Biases

Emotions, Feelings and Sensory Experiences

•                       The Role of Emotions in Tourism and Hospitality

•                       Embodied Cognition and Sensory Marketing

•                       The Influence  of Emotions on Judgment and Decision-Making

•                       The Role of Coolness

•                       Affective Forecasting in Tourism and Hospitality

Evolutionary Psychology and Tourism

•                       The Evolutionary Tourism Paradigm

•                       Luxury Travel

•                       Sexual Signaling and Sex Tourism

•                       Tourism in Times of a Pandemic (Disease Threats and Counter Strategies)

Sustainable Tourist Behavior

•                       Facing the attitude-behavior gap

•                       Measuring sustainable behavior

•                       Destination management and climate change

•                       Tourist behavior and weather: Preferences and  expectations

•                       Sustainable Holiday Travel: Awareness and Demand


The sessions are framed in an introductory lecture and an exam wrap-up lecture

Description of the teaching methods
Teaching activities will take place online and offline in order to address the current pandemic-induced circumstances and ensure a smooth learning experience. Teaching activities include elements of lectures (live and recorded), class discussions, group work and a voluntary, but highly recommended, online project (a written assignment) emphasizing the application of key tourist behavior concepts and involving a multi-stage peer-review session. Also, each student will get an individual feedback session with a lecturer. Active and constructive participation in discussions, group work, quizzes and the online project is expected in addition to weekly readings.
Feedback during the teaching period
The students will receive feedback in class discussions and on the online project. The course also relies on student to student feedback during discussions and online project, as well as teacher-to-student feedback.
Student workload
Attending class 22 hours
Preparation 67,5 hours
Exam 48 hours
In total 137,5 hours
Expected literature

Selected texts from the course (note: this an excerpt of the reading list)

Batra, R., Ahuvia, A., & Bagozzi, R. P. (2012). Brand love. Journal of Marketing, 76(2), 1-16.


Boley, B. B., Jordan, E. J., Kline, C., & Knollenberg, W. (2018). Social return and intent to travel. Tourism Management, 64, 119-128.


Denstadli, J. M., Jacobsen, J. K. S., & Lohmann, M. (2011). Tourist perceptions of summer weather in Scandinavia. Annals of Tourism Research, 38(3), 920-940.


Farrelly, F., Kock, F., & Josiassen, A. (2019). Cultural heritage authenticity: A producer view. Annals of Tourism Research, 79, 102770.


Førland, E. J., Jacobsen, J. K. S., Denstadli, J. M., Lohmann, M., Hanssen-Bauer, I., Hygen, H. O., & Tømmervik, H. (2013). Cool weather tourism under global warming: Comparing Arctic summer tourists' weather preferences with regional climate statistics and projections. Tourism Management, 36, 567-579.


Griskevicius, V., & Kenrick, D. T. (2013). Fundamental motives: How evolutionary needs influence consumer behavior. Journal of Consumer Psychology, 23(3), 372-386.


Josiassen, A. (2011). Consumer disidentification and its effects on domestic product purchases: An empirical investigation in the Netherlands. Journal of Marketing, 75(2), 124-140.


Josiassen, A., Assaf, A. G., Woo, L., & Kock, F. (2016). The imagery–image duality model: an integrative review and advocating for improved delimitation of concepts. Journal of Travel Research, 55(6), 789-803.


Josiassen, A., & Assaf, A. G. (2013). Look at me—I am flying: The influence of social visibility of consumption on tourism decisions. Annals of Tourism Research, 40, 155-175.


Karl, M., Kock, F., Ritchie, B. W., & Gauss, J. (2021). Affective forecasting and travel decision-making: An investigation in times of a pandemic. Annals of Tourism Research, 87, 103139.


Klein, J. G., Ettenson, R., & Morris, M. D. (1998). The animosity model of foreign product purchase: An empirical test in the People's Republic of China. The Journal of Marketing, 89-100.


Kock, F., Josiassen, A., & Assaf, A. G. (2019). The xenophobic tourist. Annals ofTourism research, 74, 155-166.


Kock, F., Nørfelt, A., Josiassen, A., Assaf, A. G., & Tsionas, M. G. (2020). Understanding the COVID-19 tourist psyche: The evolutionary tourism paradigm. Annals of tourism research, 85, 103053.


Kock, F., Josiassen, A., & Assaf, A. G. (2018). On the origin of tourist behavior. Annals of Tourism Research, 73(C), 180-183.


Last updated on 26-06-2023