Master in Business - Innovation & Management in Tourism

Tourism is increasingly about how travelers experience places. To react to this changing nature of tourism, the master program “Innovation & Management in Tourism” equips you with the skills you need to become a highly qualified manager in the international tourism sector. Learn how to identify new trends, meet new traveler demands and become an active contributor to tomorrow’s tourism trade.

Why study Innovation & Management in Tourism at Salzburg University of Applied Sciences?

The master's program at Salzburg University of Applied Sciences addresses the increased expectations of guests in the ever-changing tourism sector. The international, management-based program familiarises you with new travel trends and equips you with the necessary skills to become a leader in global tourism.

In addition to specialized knowledge in Experience Design, the curriculum also addresses topics such as product development, storytelling, e-tourism, entrepreneurship, and other key aspects of the travel sector. To cover a comprehensive range of relevant topics, the master program is based on the following general foci:

• Innovation
• Corporate Communication
• Applied Research
• Practical relevance
• Diversity

Modules and special competencies

To address the most relevant trends and topics of the international tourism trade, the “Innovation & Management in Tourism” master program is based on three key areas:

• Experience Design
  • psychological & sociological phenomena in tourism
  • experience design theory, case studies & projects
  • storytelling
  • attraction management
• eTourism
  • global impact of new media
  • social networks & mobile applications
  • economic & social consequences
  • eTourism fundamentals, theories & research projects
• Entrepreneurship
  • human resource management & leadership
  • business development & business planning
  • change management
  • business ethics

The experience economy is continuously growing – also in the field of tourism. The expectations of guests have increased and the industry needs to meet these new demands. With our tailor-made Master's program, we prepare you for these new challenges! In this international Master's program, you gain specialized knowledge in the field of Experience Design. This includes different perspectives and methods of product development, service design, co-creation, and storytelling. The second program focus is on eTourism – an understanding of the impact of digital technologies on tourism as well as the application of social and mobile applications by tourism organizations and consumers. Furthermore, there is an emphasis on entrepreneurship, business ethics, sustainability, and social skills.

General Focus:

• Innovation:
  Product Development Processes, Innovation of Services and Experiences, Current Trends in Tourism
• Corporate Communication:
  Creation of Communication Concepts, Corporate Case Studies, Brand Management, Leadership and Communication
• Applied Research:
  Tourism Research, eTourism Lab, Portfolio of Expertise, Case Studies
• Practical relevance:
  Renowned Experts and Managers, Hands-on Experiences, Projects and Master Theses with Industry Partners
• Diversity:
  Working in an International Environment, Getting to know Hybrid Cultures, Impacts of Globalisation, Managing across Borders and Cultures

Study abroad

Broaden your mind and use your opportunity to study abroad at one of our numerous partner universities all over the world. A stay abroad enhances your intercultural competencies and your foreign language skills.

Career prospects

Graduates of the master program "Innovation & Management in Tourism" enjoy excellent career prospects. Your comprehensive academic and professional education trains you for managerial positions international tourism industry.