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2024/2025  BA-BSEMV2401U  Behavioural Economics in Tourism (Online)

English Title
Behavioural Economics in Tourism (Online)

Course information

Language English
Course ECTS 7.5 ECTS
Type Elective
Level Bachelor
Duration One Quarter
Start time of the course Autumn
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Service Management
Course coordinator
  • Erik Braun - Department of Marketing (Marketing)
  • Sebastian Zenker - Department of Marketing (Marketing)
Main academic disciplines
  • Customer behaviour
  • Experience economy
  • Business psychology
Teaching methods
  • Online teaching
Last updated on 22-01-2024

Relevant links

Learning objectives
This course aims to introduce to different aspects of behavioral economics in the tourism and hospitality industry. The specific learning objectives of the course are the following:
  • Identify and discuss key concepts, frameworks and theories related to Tourism and Hospitality Management;
  • Describe and to discuss the assumptions that underlie the various marketing concepts from behavioural economics, marketing, management, and psychology.
  • Evaluate different nudging and change management strategies for their usability in the area – especially for changing tourist behaviour.
  • Apply these models and concepts, singly or combined to fit a concrete case situation under study and critically assess the value and relevance of models, concepts and theories presented throughout the course in relation to their practical application in a relevant case.
Behavioural Economics in Tourism:
Exam ECTS 7,5
Examination form Home assignment - written product
Individual or group exam Individual exam
Size of written product Max. 10 pages
Assignment type Case based assignment
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 2 weeks to prepare
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Autumn
Make-up exam/re-exam
Same examination form as the ordinary exam
If the student fails the ordinary exam they have to do the re-exam with the same case, but new questions regarding the case.
Description of the exam procedure

The exam is an individual, home written assignment with a maximum of 10 pages. The student will receive a specific case and detailed questions regarding the case. In a 2 weeks’ time the students should analyse the case and apply knowledge gained through the course to answer these questions as written in the learning objectives.

Course content, structure and pedagogical approach

With nearly 300 million jobs worldwide, is the travel and hospitality industry one of the largest job markets globally. This course provides in-depth business knowledge of essential concepts and skills for this industry, including travel, transportation, events, shopping, hotels and restaurants, but foremost insights on tourist behaviour and behavioural economics. The sector is facing huge challenges though, with the need to change the industry (e.g., business models) and tourist behaviour.


This course translates existing theories from behavioural economics, marketing, management, and psychology to this diverse and highly relevant business area. The course is thereby divided into three different segments, where each segment discusses specific theories for a diverse set of cases of the industry.


  • Tourism Economics: value chains and platform economics
  • Tourism Impact: Sustainability in Tourism and Hospitality Management
  • Nudging and Changing Tourist Behaviour


The course introduces to the topic and helps to understand tourist and the hospitality markets. It provides room for case-based learning and discussing real life interventions.

Description of the teaching methods
Most teaching is online through asynchronous learning (learn on students’ own schedule), through teaching videos, podcasts, and knowledge tasks. Additionally, some lectures will be synchronous online teaching (online lectures) for discussions and feedback (who will be recorded for those students who cannot attend).
Finally, the concept will be accompanied by one offline in class case workshop for exam preparation.

Even though large parts are asynchronous learning, the course builds upon the principles of active learning: students are expected to comment on readings, do group exercises, and to participate on the case workshop.
Feedback during the teaching period
Students will receive feedback in various forms during the course: For instance, through discussions in (online) classes, collegial-feedback from a voluntary home-written assignment (test-exam), and written feedback after the exam.
Student workload
Teaching 38 hours
Preparation 118 hours
Exam 50 hours
Expected literature

The reading list will be provided 2-weeks before course start and includes different free downloadable teaching book chapters, teaching cases and a handful of scientific research papers, such as:


Hall, C. M. (2013). Framing behavioural approaches to understanding and governing sustainable tourism consumption: Beyond neoliberalism,“nudging” and “green growth”?. Journal of Sustainable Tourism21(7), 1091-1109.


Souza-Neto, V., Marques, O., Mayer, V. F., & Lohmann, G. (2022). Lowering the harm of tourist activities: A systematic literature review on nudges. Journal of Sustainable Tourism, 31(9), 2173-2194.


Riggs, W. (2022). 5. Behavioral economics and social nudges in sustainable travel. In: Innovations in Transport, 89.

Last updated on 22-01-2024