Behavior of the Tourist Consumer in the Digital Field

BRIEF DESCRIPTION 

The consumer is the key to implementing any marketing strategy. However, in this subject, we will analyze how psychological, sociological, and cultural variables influence purchasing behavior and the development of marketing strategies.

The focus is on identifying the most relevant behavioral variables in a product or service purchasing situation and, thus, determining how the marketing strategy can be adapted to meet the ways consumers perceive, select, buy, and evaluate the purchase according to their expectations.

GENERAL COMPETENCIES

CG06- Customer orientation.
CG08- Critical reasoning and commitment to the plurality and diversity of societal realities.

SPECIFIC COMPETENCIES 

CE01- Describe the principles of tourism and the importance of the sociocultural and environmental impact derived from it