Curriculum
Phase 1
Destination Stakeholder Analysis
Credits: 3 ECTS
A multi-stakeholder approach has become a leading principle in tourism destination management. A stakeholder analysis is a useful tool to make a strategic analysis of the “environment” of projects, policies and enterprises. Destination competitiveness is based on proper destination management structures that cater for development, planning, quality and marketing. Stakeholders are crucial in this process.
Destination Development Strategies
Credits: 3 ECTS
Background and objectives:
This subject focuses on future orientated adaptations, scenarios and upgrading of tourism destinations and is based on analysis and evaluation of the present situation and the expectations of relevant future developments, utilizing a range of international examples.
Tourism Destination Marketing
Credits: 3 ECTS
Background:
Tourism destinations face many challenges while attracting the desired tourists.
A destination has to anticipate to external market related issues. A country, region or city needs to have a recognisable brand image that evokes positive feelings and creates consumer preference. Tourism destination marketing focuses on these important marketing aspects and keeps the position of the tourist, visiting a destination, in mind.
Tourism Destination Finance
Credits: 3 ECTS
Background:
Actors developing successful destination strategies depend strongly on the availability of fluid financial markets and instruments in the local situation. However, in many tourism destinations financial markets and sectors are operating with limitations: lack of transparency in regulations and price setting, no availability of diversified financial products like stock exchanges, weak monetary policies and currencies, no support measures for small and medium sized enterprises etc. A good insight in financial markets and institutions is unbearable for preparing and taking investment decisions in tourism.
Destination Cultural Analysis
Credits: 3 ECTS
Background:
International Tourism Research
Credits: 3 ECTS
Background:
Conducting research in an international context demands for a specific approach and skill set in research techniques. Apart from practical (context related) challenges in research techniques, outcomes of research need to be analyzed and reported in a careful and (again, context related) manner. Analyzing data and drawing conclusions in international research demands for a reflective approach. Reflective, here, means interpreting one’s own interpretations and turning a self-critical eye onto own one’s authority as an interpreter.
International Tourism Context
Credits: 3 ECTS
Background:
The globalization of the tourism industry increases the complexity of managing business and organisations in tourism destinations. This goes from learning to find and manage employees with a diverse background in different countries to design and deliver products uniquely suited for special interest travel markets. New Product Market Combinations must stress adaptability to succeed in a global marketplace.
International Project Management
Credits: 3 ECTS
Background:
Actors involved in the development of tourism destinations are depending, for the successful formulation and implementation of their strategies, on the cooperation between diverse stakeholders- actors. This interaction can be captured in a `project´. For identifying, developing and managing projects, special knowledge and insights are required on these processes and phases of a project related to the external environment.
Phase 2: Fieldwork Research Project
13 weeks (20 ECTS)
Background
This phase is an important, if not crucial part of the programme. Students carry out field research and consultancy assignments at three different locations in the Asia Pacific region. Through these assignments theoretical insights come together with professional skills in management and research. Also, students will interact with stakeholders on a professional/ managerial level as they work in close cooperation with professional and well known tourism organisations in this area.
Practical team assignments
The assignments are prepared by the lecturing staff of Tourism Destination Management in close co-operation with the tourism organisations. They are based on complex and subjects relevant to each destination. Based on an initial briefing document, students conduct research, use theory and international case studies, after which they present (at a forum) their advisor to tourism organisations. These presentations offer a great opportunity for professional interaction and discussion between students, staff and stakeholder representatives.
Destinations in Asia Pacific
Students visit 3 kinds of tourist destinations: an area with a typical tourist character (for example: Bali, Phuket), an urban area with tourism development (for example: Singapore, Brisbane) and a rural area with existing but limited tourism developments (for example: Palawan/Phillipines, Da Nang/Vietnam). The destinations vary each year.
The Asia Pacific region has been selected because of the great familiarity of the NHTV with the area as well as the many contacts with businesses, governmental institutions and academies, the familiarity with developments, dynamics and the different phases of developments of markets and economies, the many variations in culture and the combinations of western and eastern influences.
Phase 3: Dissertation
16 weeks (24 ECTS)
Background
By writing a dissertation during the last phase of the programme, students apply their research skills and demonstrate a true understanding of tourism destination management from a professional and academic point of view. Students are required to demonstrate critical analysis and evaluation. The dissertation uses concepts, insights and practical abilities to develop a better understanding of the subject under investigation.
A dissertation is an individual assignment, carefully supervised by one of the NHTV-lecturers.
Dissertation subjects
A dissertation is a major commitment of time and energy. The dissertation subject, as a consequence, often personally motivate and interest the student and (new) ideas of students can be openly discussed with the NHTV- staff. Students have to ensure, however, that the research idea is both appropriate and feasible.
The dissertation subjects for this master programme are mostly topic or issues that are, directly or indirectly, linked to the international tourism context and tourism destinations.
Cooperation with an external commissioner
Students can opt for writing a dissertation in close cooperation with an external commissioner. This enables the student to closely cooperate with international tourism organizations and therefore adds an additional and professional dimension to the research project. However, many students write an independent research and travel to a tourism destination to study their subject in-depth. Working without an external commissioner often ensures an more independent, and also critical, research product with interesting academic views.
Location of research
Conducting a research and writing a dissertation in this third phase can be done anywhere in the world. The final (oral) examination takes place in The Netherlands.
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