Innovation & Management in Tourism (Master)

Creating experiences

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Tourism is increasingly about how travellers experience places. To react to this changing nature of tourism, the master programme “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 traveller demands and become an active contributor to tomorrow’s tourism trade.

Study mode: part-time
Monday & Tuesday lectures from 8am-6pm, Wednesday from 8am-1pm

* We offer 3 extra-curricular tutorials in the first semester. They are held outside of the regular lecture times but highly recommended for our master students.

* 1 - 2 block weeks per semester are possible.
Degree awarded: Master of Arts in Business (MA)
Length of study: 4 semesters
Study places per year: 34
Location: Campus Urstein
Language of instruction: English
Tuition: tuition fee € 363,- per semester + Euro 22.70 student union fee per semester
Language: This programme is completely in English.
The language of instruction and examinations are in English.
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Why study Innovation & Management in Tourism at Salzburg University of Applied Sciences?

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

In addition to specialised 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 programme is based on the following general foci:

  • Innovation
  • Corporate Communication
  • Applied Research
  • Practical relevance
  • Diversity
Porträt Eva Brucker
Due to this international management-based Master programme our students shall become inspiring and motivating leaders in the dynamically changing global tourism market.

What you should know about the Innovation & Management in Tourism master programme

Modules and special competencies

To address the most relevant trends and topics of the international tourism trade, the “Innovation & Management in Tourism” master programme 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

Insights from a Master student of Innovation & Management in Tourism:

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Semester abroad

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.

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Career Paths

Career prospects

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

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For any further questions you may have regarding the degree programme or application please contact: