本課程主要探討餐旅相關的消費者行為，進而瞭解消費者在「市場、行銷」上的行為樣貌和心理奧秘。除了涵蓋消費者行為領域重要議題之外，同時引進更多心理學的視角，從理解人、對待人、與人合作的角度，來思考與論述消費者行為之意涵，並試圖導入台灣企業與社會的實境狀況，期將理論與實務密切結合。課程內容包括消費者行為導論、消費者個別差異、社會文化環境與消費者行為，以及消費者決策歷程四大部分，將消費者行為整合到行銷課程中。This course mainly explores consumer behavior relevant to the hospitality industry in order to understand why/how consumers behave in the “market or marketing activities” from a psychological perspective. In addition to covering important consumer behavior issues, this course is supported with consumer behavior short cases in local hospitality industry (in Taiwan). This course integrates hospitality marketing with the following four important fundamentals: an introduction to consumer behavior, consumer acts of individual differences, and social-cultural-environmental aspects and consumers, as well as the consumer decision-making process.