Students will understand the emerging trends and critical topics in hospitality consumer behavior. They are expected to develop a comprehensive understanding of consumer behavior and marketing in their own research.

Students will understand the emerging trends and critical topics in hospitality consumer behavior. They are expected to develop a comprehensive understanding of consumer behavior and marketing in their own research.

Students will understand the emerging trends and critical topics in hospitality consumer behavior. They are expected to develop a comprehensive understanding of consumer behavior and marketing in their own research.

Students will understand the emerging trends and critical topics in hospitality consumer behavior. They are expected to develop a comprehensive understanding of consumer behavior and marketing in their own research.

Handout
Consumer Behavior: Building Marketing Strategy,11th Edition, 2010, Hawkins, Del I./ Mothersbaugh, David L.，McGraw-Hill College（桂魯有限公司）
Consumer Behavior and Marketing Strategy, 7e, by McGraw-Hill Companies, Inc.,2005, J. Paul Peter and Jerry C. Olson, [李瑾玲譯，消費者行為，第七版，滄海書局]

Handout
Consumer Behavior: Building Marketing Strategy,11th Edition, 2010, Hawkins, Del I./ Mothersbaugh, David L., McGraw-Hill College (Guilu Co., Ltd.)
Consumer Behavior and Marketing Strategy, 7e, by McGraw-Hill Companies, Inc., 2005, J. Paul Peter and Jerry C. Olson, [Reported by Li Jinling, Consumer Behavior, Seventh Edition, Huahai Book Bureau]