Tourism is a dynamic and fast-growing sector, offering opportunities for interdisciplinary study and research. The tourism sector brings economic benefits, growth and opportunities for people and businesses in destination areas. At the same time, matching demand from tourists in origin areas with supply at tourism destinations remains a challenge for many organisations. Effectively managing this kind of change and building resilient businesses and destinations requires knowledge and expertise, closely tied to the destination areas themselves. 

This master’s is structured in three phases. The first phase, based in Breda, has a distinct focus on theory and prepares students for the second and third phases. The second phase takes place at three different types of tourism destinations. The emphasis is on tourism practice under varying conditions, and you will work in international research teams of students. In the final phase, you will write your thesis, integrating practice and theory to develop new insights, theories or generalisations.  

The programme lasts 12 months and consists of three phases:   

Phase 1 – Theory in Breda

During the first phase, lasting five months, you will gain theoretical knowledge and develop your professional skills. This enables you to effectively analyse the current situation and available potential for development strategies at various tourism destinations. You will also study destination theories, models, developments, practical cases and you will do individual assignments.  

The first phase covers the following subjects:   

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

Below you will find some subjects explained:   

• In Destination Development, Finance and Organisation, you will learn about the economic impact of tourism, how tourism-related projects and events are financed, and how project management works.    
• In Team Performance and Creative Leadership, you will learn about how to best communicate across cultures. You will learn to apply the right skills, tools and competencies as a team to start a new project, understand group dynamics and act accordingly.  
• In Destination Stakeholders and Policy, you will learn about different concepts of stakeholder modelling, mapping stakeholder relationships and interests. You will also learn about stakeholder dilemmas and links to current developments in tourism. You will compile a tourism vision and a master plan.   

Phase 2 – Field research

In the second phase, lasting three months, you will carry out assignments at three different destinations around the world, each at a different stage of development. These assignments are created by lecturers in cooperation with stakeholders involved in the development of tourism destinations in the region. You will gain extensive cross-cultural experience to uncover the desired contextual information. Each project group is assigned a different stakeholder perspective and carries out research into the possible, probable or preferable future of their area, district or region.  

Together with your class, you will travel to three different, pre-determined destinations. You will spend about one month at each destination. You have the flexibility to choose where to stay overnight and with whom. The research project group you work with is assigned in advance by the lecturers.   

We try to select a variety of destinations that are familiar with developments and dynamics, have many contacts with companies, government institutions and universities of applied sciences, where research can be done in English, and that offer cultural differences.  

The final decision on the mix of destinations will be made after the start of the programme. Destinations visited in the past include Australia, Thailand, Malaysia, Sri Lanka, Cambodia, Indonesia, Chambéry, Malta and Singapore. 

Read an article on the second destination of phase 2, Penang in Malaysia.  

Phase 3 – Final thesis

By writing a final thesis, you will apply your research skills and demonstrate a true understanding of tourism destination management from a professional and academic point of view. A thesis is an individual assignment, carefully supervised by one of our lecturers.   

Topics  
Writing a final thesis requires considerable effort. Consequently, students often approach it with personal motivation and interest in the topic. If you generate new ideas during the writing process, the lecturers are always open to discussing these with you. As early as in phase 1, you will be asked to come up with a topic and start writing your research proposal. In principle, the thesis should cover a topic or an issue in an international tourism context. The final thesis should be written in English, unless another language is more appropriate. Some recent examples of theses are:   

• Strengthening Bridges – how a Dutch tour operator can improve collaboration with its Indonesian partners   
• Development and Application of Smart City Practices in Rural Destinations – how can regenerative tourism possibly occur?  
• Experiences and motives behind tourists’ choices of destinations with paranormal activity – a case study of Hoia Baciu Forest, Romania.  
• More examples can be found here.  

Cooperation with an external client   
You can choose to write your thesis in close collaboration with an external client. This means working with a BUas industry partner or a self-selected international tourism organisation, adding a professional dimension to your research project. Alternatively, in consultation with academy staff, your research can also tie in with one of the BUas research lines. However, many students write an independent research thesis and travel to a tourism destination to explore their topic.   

Research location   
Conducting research and writing a thesis during this third phase can take place anywhere in the world. The final oral exam takes place in the Netherlands. The majority of students graduate by the end of August, which makes this programme a full-time, 12-month programme.  

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