Master of Arts in Strategic Communication for Tourism

This module explores the strategic role of communication in the tourism sector by examining how communication strategies influence destination branding, stakeholder engagement, crisis management, and visitor experience. Emphasis is placed on integrated communication planning, media relations, and the use of digital platforms in shaping tourism narratives. Students will critically assess tourism campaigns and develop strategic communication plans tailored to tourism contexts. The course integrates theoretical frameworks with practical applications to address contemporary challenges and innovations in tourism communication.

This module examines how marketing and communication strategies are applied within the tourism industry. It covers key areas such as destination branding, promotion, advertising, digital marketing, and customer engagement. Students will explore global best practices, evaluate emerging trends, and learn to design effective marketing communication campaigns tailored to various tourism markets. Emphasis is placed on aligning strategic communication with the unique characteristics of tourism products and the expectations of diverse, culturally varied audiences.

This module explores how branding strategies shape the identity and competitiveness of tourism destinations in the global market. Students will engage with theoretical concepts and practical case studies to understand how destination brands are created, managed, and repositioned. The course emphasizes the analysis of image perception and the strategic development of branding initiatives that influence tourist choices and foster stakeholder collaboration. By the end, students will be equipped to design impactful branding strategies for diverse tourism contexts.

This module introduces graduate students to research methodologies used in communication and tourism studies. It covers qualitative, quantitative, and mixed-methods approaches to investigate tourism communication phenomena. Students will learn to formulate research questions, conduct literature reviews, design data collection tools, and apply appropriate analytical techniques. The course emphasizes ethical research practices and the development of research proposals relevant to tourism contexts.

This module explores strategic communication frameworks specifically designed for the tourism sector. It provides students with the knowledge and skills to develop, execute, and assess comprehensive communication plans that effectively promote destinations, engage key stakeholders, and address reputational challenges. Emphasis is placed on integrated marketing communication, strategic messaging, and audience analysis. Through case studies and applied exercises, students will learn to craft communication strategies that align with tourism objectives and respond to the dynamic demands of the global tourism industry.

This course is the capstone of the MA in Strategic Communication and Tourism program. It requires students to design, conduct, and report an independent research project on a topic related to strategic communication in tourism. Under the guidance of a faculty supervisor, students formulate a research problem, review relevant literature, collect and analyze data, and write a thesis that demonstrates academic rigor and critical insight. The thesis must follow the university's research and formatting guidelines and is evaluated by a committee through a viva voce (oral defense).

This module focuses on the principles and practices of crisis communication within the tourism industry. Students will learn how to anticipate, prepare for, and effectively manage crises that impact destinations, tourism businesses, or major events. The course emphasizes risk assessment, proactive planning, stakeholder engagement, media management, and message control. Through real-world case studies and simulations, students will gain practical skills to protect brand reputation, maintain public confidence, and support recovery efforts in post-crisis tourism environments.

This module examines the strategic role of public relations in the tourism and hospitality industries, emphasizing its impact on image building, media relations, stakeholder engagement, and promotional efforts. Students will explore how to design and implement effective PR strategies that enhance destination visibility, foster positive public perception, and align with organizational objectives. Through case studies and practical exercises, the course equips students with the skills to manage reputations and support tourism competitiveness in dynamic and diverse market environments.

This module explores the use of social media analytics by tourism and hospitality organizations to monitor, understand, and engage target audiences. Students will learn to track digital performance, interpret key metrics, and apply insights to develop audience-focused communication strategies. Emphasizing data-driven decision-making, the course trains students to enhance public relations, optimize brand messaging, and evaluate the effectiveness of campaigns in digital environments. Practical case studies and analytic tools will be used to support hands-on learning and strategic thinking.

This module explores the principles of intercultural communication and their relevance in global tourism and hospitality settings. Students will examine cultural values, communication styles, and the challenges that arise in cross-cultural interactions within tourism contexts. The course emphasizes the development of intercultural sensitivity, communication competence, and adaptive strategies for engaging effectively with diverse tourists, employees, and stakeholders. Through case studies and experiential learning, students will gain the skills needed to navigate cultural diversity in international tourism environments.

This module examines the strategic role of communication in promoting sustainable tourism development. It explores how communication professionals can support environmentally, socially, and culturally responsible tourism through targeted messaging, community engagement, stakeholder collaboration, and media campaigns. Students will engage with sustainability frameworks, case studies from international and regional contexts, and develop strategic plans for promoting sustainable practices in tourism destinations. The course also emphasizes ethical storytelling, green marketing, and crisis communication for climate-sensitive tourism.

This module explores the theoretical and practical dimensions of planning, promoting, and managing media relations for events, particularly within the tourism and strategic communication sectors. It examines how communication professionals strategically promote events, establish strong media partnerships, and manage event reputation through integrated media plans. The course covers media strategy development, press kit creation, stakeholder engagement, influencer collaboration, and crisis communication during events. Emphasis is placed on local and global case studies from the tourism and hospitality sectors.