2105hsl 11 communications1

2105hsl 11 communications1 - Topic 11 Tourism and Hotel...

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Topic 11 Tourism and Hotel Communication Strategies Theories and applications about how promotions (e.g., brochures) work to influence traveller/guest decision making
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Objectives Comprehend theoretical propositions and practical applications of: Learning theory Identity theory Communications theory
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Neuro-physiological Explanation of Learning Knowing or learning about something (e.g., the meaning of a holiday or a guest experience) is represented by a pattern of neurons firing in a habitual (repeated) pattern in areas of the brain Learning produces physical changes in the size, weight and mass of the brain Learning theories explain how we gain knowledge of something
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Reinforcement Theory Propositions: 1. Classical conditioning: we develop (automatic) responses to brochures based on association or pairing of a stimulus (island resort) with a response (relaxation) 2. Operant conditioning: learning caused by consequences of our actions operating on/in an environment. Expressed as: 3. S->O->R, where S= seeing a brochure of a sunny beach, O=receiving a positive or negative reward, e.g., “you need to relax”, R=behaviour of purchasing an island resort holiday package
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Social Learning Theory Propositions: 1. People learn new information and behaviours from brochures by watching, modelling other people – emphasises a social element; e.g., ‘I can see myself having fun at a resort because I can see people in the brochure having fun’ 2. Requires attention (focus), retention (hold information), reproduction (copying) and motivation (drive) 3.
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