The Master in Tourism Management and Planning is integrated into the new postgraduate studies, according to the guidelines for the development of the European Higher Education Area. This Master provides the ability to access specialized training, vocational-oriented research and tourism activity. Obtaining the title gives access to the doctoral program in Tourism.
Teachers participating in this Master are part of different research groups at the University of La Laguna, with teaching and research experience in the field of tourism. Also involved in external professional Masters who bring their experience to it.
In the Canarian archipelago, tourism is an activity of great economic-business, geographical and social relevance. At present, this activity is in a phase of maturity both destination and product. For this reason, for more than a decade, the need to develop policies for the reconversion and modernization of the mature tourist model of the sun and beaches has been considered in the academic sphere and in the business sector. This title proposal must be understood in this context. Which leads him to vertebrate on a series of differential elements with respect to other Spanish masters. These would be the following.
First, the orientation of the master's degree in tourism management and planning. And this is because the professionals and directors of tourism companies require knowledge of the destination in which these companies are inserted, but also because professionals oriented to the planning of destinations must know the internal dynamics of tourism businesses. It is a case in which the knowledge of the business environment (the tourist destination) is fundamental for the appropriate strategic options of the companies. Secondly, the importance of the insular reality that forces us to consider the spatial and destination dimension in a specific way, with problems that do not occur in continental spaces. And third, the necessary accent in the strategic approach of companies and destinations in the reconversion and modernization of a space historically centered on the product sun and beaches.
From these premises, the organization of the title is as follows. A subject composed of the compulsory subjects that are developed especially in the first semester. And that serve, on the one hand, the business dimension of tourism in an advanced way, with subjects such as tourism business planning and tourism business management. Although also, on the other hand, it stops in the study of the aspects of tourism linked to the destination as an object of academic attention, space (physical, political-administrative, social) in which business activity is inserted. With subjects such as tourism markets and planning of island destinations. In an area such as that of the Canary Islands, special attention has been paid to this insular dimension, and to the particularities of the planning of these spaces. Thirdly, within this subject of compulsory subjects, tourism products are also required that attend to the diverse results of the development of tourism business activity in a given environment. And of impacts of tourism, as another of the results of the development of the activity, and that in mature destinations it is unavoidable to attend. This subject is new, in comparison with the previous curriculum, and allows all the impacts of tourism that were previously integrated into other subjects to be grouped into a single subject. Contributing in addition, the novelty of the environmental impacts, so important at present. Complete the list of compulsory subjects languages, essential in tourism studies, not more than postgraduate. The three following subjects group, on the one hand, the optional subjects, on the other, the master's thesis, and thirdly, the external practices. As for the elective subjects, there are two. That they attend to the two central dimensions of this master: company and destiny. Indeed, innovative courses in tourism companies and innovative strategies in tourist destinations are the optional subjects. The language in which the master will be taught is Spanish; English will be the language in the subject of languages. Although given that the B1 of English is considered as an admission criterion, it is foreseen that some classes in that language may be taught, when there are external guests, professionals or academics. On the other hand, in some cases it is possible to carry out the final master's work in English and also encourage the completion of external internships abroad. Therefore, it is expected that the Master's thesis and external internships can be done in both Spanish and English. Therefore, both subjects are located in the second semester. The modality of teaching will be face-to-face, being supported by virtual teaching rooms, both for each subject, and for the coordination of the master's degree as a whole. In general, it is considered that the contents of the compulsory and optional subjects are adjusted to the profile of a professional who in the tourism sector will have to attend to management and planning functions. Functions for which business knowledge is required, characteristics of the destination, tourist products, tourist markets, and languages.
Entry and exit profile
Regarding income profiles, it is expected that future Master students have one of the following profiles: Graduated in Tourism; graduates or graduates in Tourism, Administration and Management (ADE), Business Studies, Economics, Law, Geography and Sociology of Spanish universities who want to complete their training specializing in the field of tourism. Also graduates or graduates in other fields who wish to reorient their training and professional expertise to the field of tourism. Other graduates or graduates asset that want to improve their training or to the field of tourism. Previous knowledge required correspond to those taught in the degree of Tourism ULL.
Graduation profile (professional opportunities)
The formation of the Master's Degree in Tourism Management and Planning of the ULL is adapted to the conditions of current transformation of the tourist activity and to the high quality, competitiveness and sustainability demand of the companies and destination. It is a master's degree that guides towards a professional and research specialization with a clearly multidisciplinary profile.
We train professionals prepared to take decisions in positions of responsibility in companies, activities and institutions of destination management, capable of responding to the demands of sustainability, diversification and quality of tourism markets. The graduates will be sufficiently trained to apply methods, instruments and practices for the development and efficient management of tourism activities. In addition, they will possess knowledge to facilitate the incorporation of technological solutions in the management of tourist establishments, activities and destinations.
- Being able to lead and manage businesses or tourism organizations actividadades.
- Being able to plan activities and tourist destinations, considering the socio-economic and environmental Middle environment.
- Being able to use the knowledge about the characteristics and trends in tourism supply and demand analysis of specific destinations.
- Students are able to apply advanced statistical techniques and qualitative social research techniques for the preparation of reports on the tourism system.
- That students are able to plan, coordinate and support the process of decision-making in companies and institutions related to the tourism sector
- Students are able to analyze the sustainability of a destination, based on existing indicators and tools, integrating economic, sociocultural and environmental perspectives.
- That students are able to propose actions that contribute to increase the sustainability of a destination.
- Students are able to apply the knowledge acquired in companies or institutions linked to the tourism sector.
- Students are able to apply the techniques of economic and financial management for tourist exploitation.
- Students are able to apply the knowledge and methodological and technical procedures for carrying out an innovative research project or an innovative business plan in tourism.
- That the students can analyze the impact of public policy planning and management.
- Students can apply comocimientos for the creation of new tourism products, valuing innovation in technical and organizational, as wellas the search for balance in the tourist destination processes.
Orientation and tutoring
Once the students are enrolled, the following support and orientation actions stand out:
- Welcome days. In this day a more detailed vision of the title and the course dynamics is offered.
- Classrooms of virtual teaching. Each subject of the master's degree has a virtual teaching classroom where materials are deposited, and a space for communication, debate and partial evaluation with students is established.
- Coordination classroom of the master. The master's degree has a coordination classroom of which both students and professors are part. Additional information of interest to all is provided through this virtual space. And it is active throughout the course.
- Presentation day of the doctorate program. Although these seminars are aimed at the students of the tourism doctorate program, they are also invited to the master's students. So you can know the possible academic options after the completion of the master.
External practices include both the hours worked in companies / institutions such as academic tutoring dedicated to and implementation of the portfolio.
Approximately provide about 10 hours of academic tutoring and other 10 for completing the portfolio. The teaching methodology will always be active and participatory, being complemented, where appropriate, by specific theoretical and practical training. Offering internship positions will be conditional upon the needs and circumstances presented by companies / institutions participating in this training program, and will be regulated under the provisions of the regulations Placement approved by the University of La Laguna. The / the student / a must meet attendance requirements to places of implementation of practices and meetings with academic tutors of external practices.
The project will consist in the realization of an innovative work, being able to choose between these two options: realization of a business plan. In this case a business plan will be made, following the criteria usually used. The business idea should preferably be innovative and related to the environment. Another option is a research report on products or destinations. Those who choose this option will make a research report, according to the usual criteria in the Social Sciences. These two options can not be considered watertight compartments, but are intimately related.
The final report to be delivered will have an extension of no more than 50 pages, around 25,000 words. Each student will choose a tutor among the faculty of the Master, taking into account the chosen topic and the availability of those. Once you have an assigned tutor, you should begin to prepare a portfolio of the meetings held with the tutor, where those meetings will be recorded and any other type of material related to the communication maintained with that, such as emails. It will also include in this portfolio a reference to the meetings held with other professors who have had as objective specific aspects of the work to be carried out, and other activities that they wish to review.
At the end of the course, the project will be presented in a public way.