Scarcity: limited availability of things that we desire (not to be confused with shortage). Utility

Key Micro-economic Concepts

Value

Exchange

Intrinsic

Existence

Option

Assets

Tangible versus intangible

Constructed versus natural

Consumer surplus

Opportunity costs

Economic rent

Public goods

Competitive versus non-competitive

Merit goods

Taxation

Consumer Theory is — The study of why people buy the products/services they do and how they make their decisions ‘(Horner & Swarbrooke, 1996)

CUSTOMER vs. CONSUMER
How differences between these 2 terms?

Customer vs. Consumer

Customer = someone who make a purchase ( ‘monetary exchange’ takes place)

Consumer = someone who consume the products or services

In Tourism and Hospitality , Customer and Consumer may not be the same person

e.g. When having a restaurants meals with family OR when travelling for a trip with family….one person make a payment but the rest are just eat or travel with the one who make a payment…..

In this case, the person who pay = ?

and other people whom not make a payment = ?

Tourism : A short term movement of people to places distancing from their normal place of residence to indulge in pleasurable activities, so as travelling for business purposes

( adapted from Horner & Swarbrooke, 1996)

Hospitality: ‘The provision of food, drink, and accommodation away from home’

Word’s definitions:

‘The reception and entertainment of guests, visitors, or strangers with liberality and goodwill’