Breda University of Applied Sciences

Master in Tourism Destination Management

Tourism remains a dynamic and fast-growing sector, creating an interdisciplinary field of study and research. The tourism industry offers economic benefits, growth, and opportunities for people and businesses in destination areas. At the same time, matching demand - from tourists in the areas of origin - and supply - at the tourism destinations - continues to be a challenge for many organizations.

Knowledge of the tourism destination

The tourism industry and tourism destinations frequently experience rapid changes in markets and business models, often in response to social and economic processes occurring in the wider world. Effective management of this type of change and building resilient businesses and destinations requires knowledge and expertise, which is closely interwoven with the destination areas themselves. The Master in Tourism Destination Management is designed to contribute to this, focusing on practice, perspectives, and tourism management policies at destinations.

Study at four locations in the world

This programme offers you the opportunity to study at four different locations in the world so that you will obtain wide-ranging intercultural experience and develop in-depth knowledge of tourism destinations. Each destination finds itself in a different stage of development. You will carry out research at three different destinations. In previous years destinations were: Indonesia, Singapore, Australia, Malaysia, Cambodia, Vietnam, Thailand, Sri Lanka, France and Malta.

Course details

The program is structured into three phases. The first phase in Breda, with a clear emphasis on theory, is considered to be the preparation for the second and third phases. The second phase takes place at three different types of tourism destinations. It has a focus on the tourism practice under different circumstances and you will work in international student research teams. In the final phase, you will write your final thesis in which practice and theory should be brought together, striving towards new insights, theories, or generalizations.

The program covers 12 months and it comprises three phases:

Phase 1 - Theory in Breda

During the first phase, you will gain theoretical knowledge and develop your professional skills. This enables you to effectively analyze the current situation and available potential for development strategies at various tourism destinations. Destination theories, models, developments, and practical cases will be studied. Courses are given by lecturers, along with an interesting team of visiting lecturers from international organizations and universities. You will interact on a daily basis with this specialized team of academics and tourism professionals.

The first phase covers the following subjects:

• Contemporary Marketing, Context, and Trends (6 ECTS)
• Destination Stakeholders & Policy (6 ECTS)
• Context-Related Research (4 ECTS)
• Cross Cultural Studies (3 ECTS)
• Research Process & Methods (3 ECTS)
• Destination Development, Finance, and Organisation (6 ECTS)
• Team Performance and Creative Leadership (2 ECTS)

Phase 2 - Field research

In the second phase you will carry out assignments at three different locations. These assignments are created by lecturers in cooperation with stakeholders involved in developments of tourist destinations in the region. We try to select destinations:

• with which our staff are very familiar;
• that have many contacts with businesses, government institutions and universities of applied sciences;
• that are familiar with developments and dynamics;
• have a lot of variety in culture.

Phase 3 - Final thesis

By writing a final thesis during the last phase of the program, you will apply your research skills and demonstrate a true understanding of tourism destination management from a professional and academic point of view. You are required to demonstrate critical analysis and evaluation. The final thesis uses concepts, insights, and practical abilities to develop a better understanding of the subject under investigation. A final thesis is an individual assignment, carefully supervised by one of our lecturers.

Subjects

Writing a final thesis is a major commitment in terms of time and energy. The subject, as a consequence, often personally motivates and interests the student and (new) ideas of students can be openly discussed with our staff. In principle the thesis subject should be a topic or an issue in an international tourism context. Students have to ensure, however, that the research idea is both appropriate and feasible. The final thesis should be written in English, unless another language is really more appropriate. Some examples of recent theses:

• Belgium, one country, three visions: comparative study of the websites of the three regional tourism promotion agencies
• Strengthening bridges - How a Dutch tour operator can improve its collaboration with their Indonesian partners
• 360-degree videos as a promotion tool to encourage tourists to choose nature conservation travels
• Ski touring on groomed slopes - Integration strategies considering influences on critical success factors of Austrian ski destinations and their management
• Potentials of wine tourism in Rhodes
• Key motivational influencers to choose a destination for a tropical island wedding
• Experiences and motives behind tourists' choice of destinations with paranormal activity - a case study of Hoia Baciu Forest, Romania

Cooperation with an external commissioner

You can opt for writing your thesis in close cooperation with an external commissioner. This enables you to closely cooperate with an international tourism organization and therefore adds an additional and professional dimension to the research project. However, many students write independent research theses and travel to a tourism destination to study their subject in-depth.

Research location

Conducting research and writing a final thesis in this third phase can be done anywhere in the world. The final (oral) exam takes place in the Netherlands.

Study load and coaching

The Master in Tourism Destination Management is a one-year, full-time program. The total study load is 60 ECTS credits. To give you an idea: 1 ECTS credit = approximately 28 hours of study a week.

We offer you a small-scale study environment. The number of students involved in this master's program differs every year between 30 and 45 up to 50 students. Whenever possible the class will be split up into workshops, consultancy sessions, and other group work. For questions on the content of the program, lecturers can be easily reached. In addition, the program coordinator is available to help with day-to-day issues. If you wish to discuss personal problems that may be affecting your life as a student, you can turn to the student counselor.

Graduates of the Master Tourism Destination Management qualify for:

International policy and advisory positions

• international advisory functions related to feasibility analysis of investment projects, business strategy, and market penetration or development
• public strategic functions in the field of development and management of (tourism) destination areas
• advisory and management functions in the field of visitor management in urban areas, theme parks, and nature reserves
• strategic advisory functions

International management positions

• international (growth-related) management functions in internationally operating businesses (like service companies, hotel chains, tour operators, and airlines)
• international marketing management functions, with destination management organizations or (tourism) marketing consultancy agencies
• international consultancy positions, either project-based or permanent in commercial consulting or international development organizations

Research positions

• research functions in the area of international (new) market development, market segmentation, or market potential analysis
• research functions with branch organizations such as WTO, PATA, Tourism
• external advisory functions in the area of international corporate, financial and organizational development for small and medium-sized companies

• Three months of field research at three different destinations in the world
• Great opportunity to expand your international network
• Internationally acknowledged by UNWTO and THE-ICE