What will our tourism business students know after finishing Master’s Degree in Tourism Marketing and Management?

The second year of Tourism Marketing and Management programme is about to start soon. We had a successful first year, but that does not mean that we can stand down and relax. Our goal is to continuously develop our programme. Based on our Business School AACSB Accreditation membership, experiences from the first year, input from our advisory board and other stakeholders as well as our perceptions of what will be required from the experts of tourism business in the future, we have developed a new curriculum for the years 2018-2021.

We have two years with each of our students before they graduate and want to prepare them for the future as well as we can. Our mission is to make tourism better. We have about a dozen courses as well as our master’s thesis process to make sure our students are able to do all this. These are the skills and knowledge that we aim our students to have once they have graduated from our programme.

What kind of knowledge tourism business students have after graduation

  • Understand the role of research, data, and information when making decisions and plans in the tourism business
  • Understand the iterative nature of a research process
  • Understand the relevance of combining analytical and creative thinking throughout the research process
  • Identify and be aware of the good scientific practice
  • Understand theoretical perspectives on tourism, understand and evaluate the linkages of the central concepts related to tourism research (e.g. Theory, paradigm, model).
  • Understand the interdisciplinary nature of tourism research.
  • Understand and explain current issues and methods used in tourism research including a wide range of theories, approaches, and practices used in tourism research.
  • Analyze and identify potential research topics for future tourism studies based on current tourism literature.
  • Understand and explain the main theoretical concepts and theories of consumer behavior in the tourism context
  • Understand the powerful connection of customer insight and marketing activities in the context of tourism businesses
  • Analyze his/her own behavior as a tourist and develop his/her ability to behave in a responsible manner.
  • Understand, explain, criticize and develop destination strategies, missions, visions, and values.
  • Understand how the destination brand and image are built through communication, interaction and relationships in various marketing and communication channels.
  • Understand tourists’ destination choice process and frameworks and models connected to it.
  • Identify the central concepts in destination marketing research and apply them to practice.
  • Understand and explain the concepts of a tourist destination and destination competitiveness.
  • Distinguish the key stakeholders of a tourist destination and understand their role in destination development.
  • Distinguish between the concepts of destination governance, management, and leadership and understand the role of collaboration, competition, and coopetition in tourist destination context.
  • Understand the requirements of sustainability in the development of a  tourist destination.
  • Understand the environmental, economic and socio-cultural impacts of tourism in a destination.
  • Understand and explain the main theoretical concepts regarding service experience, tourist experience, and design of experiences, including experience theory, consumer value, customer involvement and product/service development
  • Explain and criticize main experiential theories and apply them to analyzing and interpreting consumer experiences
  • Understand the practical adaptations of the theories including consumer involvement process in service development
  • Understand the different ways how diverse service design tools can be applied and utilized
  • Understand the role of information technology as part of the tourism industry both from the customer as well as business perspective.
  • Know how to market and manage a tourism business in a digital world and understand central concepts, models, and frameworks connected to digital technologies.
  • Familiarity with risks and possibilities digital technologies create for tourism businesses and destinations.
  • A vision of how technologies will develop in the future and can adapt in the constantly transforming marketplace.
  • Understanding what is tourism research in practice.
  • Using theory as the base of tourism research.
  • Choosing research questions based on various research approaches.
  • Evaluating suitable methodological approaches to solve the chosen research questions.
  • Utilizing various research approaches to solve academic and practitioner problems.
  • Conducting tourism research ethically.
  • Understand the concepts, functions, and skills required for establishing a new tourism business
  • Understand the basic concepts and procedures of financial accounting
  • Understand the economic principles behind tourism business operations
  • Explain the determinants of profitability in tourism businesses, and how operational profit is generated
  • Explain the role of budgets and performance reports in planning and control
  • Understand the requirements of different kinds of legislation in the hospitality and tourism industry
  • Know central theoretical frameworks, models, and tools of tourism business and how to apply them in practice to develop the field and businesses in a sustainable way
  • Understand and explain a procedure of a marketing project
Tourism services at Etelä-Konnevesi
A typical day for Tourism Marketing and Management students

What kind of skills tourism business students have after graduation

  • Conduct analytical, methodologically reliable and practically valuable research to support decision-making processes in tourism businesses and academia.
  • Comply with the good scientific practice
  • Write a topic analysis and research plan with a literature review
  • Present their research in public
  • Argue and comment in a constructive manner
  • Identify, compare and explain the most common, current and timely research topics and approaches in tourism
  • Apply the principles of good scientific practices
  • Organize, synthesize, structure and outline scientific information
  • Reflect their own research topic and interest to existing research
  • Utilize the basic theories of tourist behavior in analyzing the customer behavior of a tourist destination and/or a tourism company
  • Utilize the customer insight information in planning and implementing marketing activities in tourism companies and destinations
  • Can act in a responsible manner as a tourist, and promote responsible behavior to other tourists and within tourism businesses
  • Is able to acquire and apply knowledge about future trends on tourism behavior
  • Collaboratively design and create a distinguishable and creative destination marketing plan and evaluate how realistic and suitable it is and implement the plan to practice.
  • Carry out multichannel destination marketing campaigns and work with creative agencies to promote a destination.
  • Assess and measure the effectiveness of marketing campaigns and actions as well as utilize data in making destination marketing decisions.
  • Identify critical destination resources and how those can be utilized in contemporary marketing.
  • Create and manage collaborative marketing campaigns and actions with various partners to develop destination marketing to international customers.
  • In collaboration analyse the tourist destination competitiveness.
  • Analyze the meaning and impact of different kinds of governance structures on the role of DMO and other stakeholders in the leadership of a destination.
  • Utilize the basic tools for analyzing the destination competitiveness.
  • Develop skills in operating in the ethical and responsible manner in relationships with stakeholders in a tourist destination.
  • Develop skills in analyzing the impacts of tourism in a destination.
  • Acquire and apply knowledge about future trends on tourism in destination context.
  • Apply a customer-oriented approach to product/service development in experience industry
  • Use diverse tools for experience design and evaluation of the consumer experience, and evaluate the suitability of diverse tools in different practical development cases
  • Analyse and interpret customer insight gained from the practical cases and compare the information with theoretical knowledge
  • Create in collaboration with peer students a practical experience design case, and reflect his/her own learning during the process
  • Assess the current state of digital business in an organization and create a plan to creatively develop it from the customer value perspective.
  • Run online marketing campaigns in various online channels and create business models and multi-channel strategies for tourism businesses and destinations.
  • Content marketer practices to communicate with different stakeholders and customers via digital technologies.
  • Use various online tools to develop digital business and customer experience.
  • Utilizing customer information search processes and data to create long-lasting and influential relationships with tourists through content marketing.
  • Experimenting and trying out different approaches to develop digital marketing and tourism business.
  • Search for, summarizing, and applying information from academic and industry sources to develop research.
  • Designing a research process.
  • Evaluating various data collection and analysis methods for quantitative and qualitative data.
  • Using data analysis software.
  • Write scientific text.
  • Write and formulate research reports for the industry.
  • Understand the principles of how to generate operational profit
  • Analyze and interpret financial information for both managerial purposes and the needs of outside stakeholders
  • Make a realistic business plan
  • Adapt marketing related theories and tools into practice
  • Plan, schedule, implement, report and monitor a tourism marketing related research or development project
  • Adjust to challenges of strict schedules and collaborative problem solution
  • Take and share responsibilities
  • Work in collaboration and according to the instructions of the client or other principal
  • Creatively suggest new innovative solutions

Study Tourism Business

If these sound like the skills and knowledge you would like to have, you should consider joining our Master’s Degree programme. We are constantly looking for people to make tourism better with us. You can apply to our programme every year around Christmas. For more information see details at http://www.uef.fi/web/tmm/tmm-in-a-nutshell

Review of the First Year of Tourism Marketing and Management Studies

It is summer and it means that the first year of our studies in our International Master’s Degree programme in Tourism Marketing and Management at the University of Eastern Finland is about to be finished. And what a year it has been! We have done and accomplished so much. Tourism Marketing and Management studies have proven to be innovative, useful and interesting, but there is still a lot to do to improve. Go on and read what is it like to study tourism business in our programme.

Tourism Marketing and Management studies can be a lot of fun!
TMM students and staff during the orientation week

Student feedback on Tourism Marketing and Management Studies

We collect continuous feedback from our students as well as stakeholders. We have an advisory board that consists of business representatives who ensure that our teaching corresponds to the needs of the industry. However, the most valuable feedback we get from our students. For the first year, we had a total of 20 students who are co-creating this learning experience with us. After each course, course-related feedback is collected. This feedback is used to develop individual courses. Once a year we also collect general feedback with a completely anonymous survey from our students. 14 students answered the survey and this is the feedback we got from 2017-2018 studies:

Tourism Studies Satisfaction
TMM student satisfaction results 2017-2018

From these results, it is obvious that our students would be quite likely to recommend our programme to other students, but we can also see that there is a lot to improve. Especially teaching methods need to be improved, and it is our top priority coming to the second year of studies. For us, the results show that we are doing things overall quite well, but we still need to improve in many ways.

We also asked for written, open feedback, and this is the feedback we received. We have not censored or edited the feedback in any way, but have responded to it on the right side column.

Student feedback Staff response
Perhaps focusing in a few themes instead of trying to include everything in the studies. I have enjoyed the atmosphere though and hope the connection between students and teachers remain close. Indeed, our programme is quite ambitious, to say the least. Students need to work quite hard and learning goals have been set high. We definitely need to prioritize our learning goals better and have clearer focus on courses and the whole programme on what we want to achieve.
More info on flipped learning at the beginning, before using it as a teaching method. Emphasis on reserving time in calendar besides contact lectures, maybe have an assignment where that is practiced. Having all tasks and their due dates available at the beginning of the course, so that there are no surprises afterwards about extra tasks along the way. Our studies start now with 2 ECTS Introduction course that has enough time to discuss the teaching methods we use and how we are expecting the studies to be completed. During the first year we had to partially build the courses as we advanced, but for the second year, the situation should be better as a majority of the materials and assignments are now ready.
In some courses, whole course was based on group work. To me, better if half of the work is at least individual task. For group work, better if the teacher makes the group randomly, so there is opportunity to work with every classmates and learn from everyone. We do emphasize working as teams in our programme quite a lot. However, we understand that the grade should not be completely dependent on how other people work.

For the next year, we will always randomize the groups to make sure that our students get to know each other better and have different teamwork experiences.

I have done everything to my best ability. I notice in some courses I could have done a better job.  For the future, I suggest the programme staff to be more aware of what is going on with the students’ workload and not placing deadlines in the same times. Trying new teaching methods is good but make sure to also inform the students about all the changes. We have already planned the second year schedule so that assignment deadlines are visible for everyone and that there is not too much overlap between assignments and deadlines. We will also go through the timetable for the year during the Introduction course.
There’s nothing much to add for the topics we’ve already discussed during the year. Schedule should be planned better, instructions for assignments should be clearer right at the beginning, dead-lines should walk better hand-in-hand with other courses and flipped learning method needs to be open up for students beforehand. This feedback summarizes well earlier comments and these are definitely the issues that we have and will be paying more attention to.
Group work was not working very well (most of the times), it was more like split the task and everybody take care just their own part. Nearly every group somebody was complaining, lacking interest etc. Better to work with pairs or max 3 people in a group.   You can learn by yourself a lot but when students are not at the same level of previous knowledge or share the same interests, you need a teacher to tell the basics and give quidance in tasks.  There is a lot of material in Moodle, so I can continue learning by myself and I will. Flipped learning method was working well in Experience design course and you should use it in the future, too. Tourist behavior course content was excellent. Tasks in IT course were good and educational.  I was hoping to here more about the future of tourism industry from the business perspective. We should have our own course about the leadership in tourism firms, the other Uni courses do no help much. The other marketing and business courses in Uni are mostly online courses or not very interesting ones. Comparing the other courses in Uni our own were excellent, so keep up the good work! The goal of group work is to give our students a possibility to openly discuss topics and work genuinely together, increasing the skills and knowledge for everyone on the team. Doing group work by partitioning it for every student does not really advance this goal. In the work life however, it is common to do group work in a way that everyone does his or her part and then the combined work is reviewed together. Probably smaller groups would work better in any case and we will pay attention that a wide variety of different kinds of teams is used during various courses we have.

Leadership in tourism is something that we will supplement with additional courses. This year we had Dr. Teresa Aguiar Quintana from University of Las Palmas to teach the topic in a supplementary course and hope to continue this in the future.

This was a pilot year, so a bit more organized approach. Maybe to evaluate a bit more closely the starting level of students skills. But not to lower the expectation level of these studies rather expect some bridge studies if needed.  Positive: Diverse learning methods, flexibility, focus on learning (not executing the program), connecting academics to practical business reality, focus on current and future (not only old theories), all professors have a different style to teach which I found good. The starting level of our students vary quite a bit and it is a constant challenge for us. We will be thinking about the application criteria so that the students should be more similar with their starting level. A bachelor’s degree in business studies such as marketing or management should provide a solid background for our studies and knowledge about tourism business is definitely a great thing to have. However, it is also a fact that some students need to study more than some another because we aim that all the students graduating from our programme match our knowledge and skill goals.

The academic year 2017-2018 in numbers

How did the first year in Tourism Marketing and Management studies succeed in numbers? Altogether 20 students started their studies in the Autumn semester of 2017. We have one full-time staff and two working with the studies in part-time. Professor Jamie Murphy has been a great assistance to us and he spent the Autumn with us in Joensuu starting up the programme. We are also happy to welcome him in Autumn 2018! We also had three other international guest professors visiting us and giving our students courses on their own expert topics. Besides that, we had dozens of businesses, destination staff, and other guest lecturers providing insights on Tourism Marketing and Management to our students.

Our students managed to study 1175 ECTS credits with an average of 58,75 ECTS and median of 64. We clearly surpassed the goal of 55 ECTS per year on average, so well done to all our students!

For the 2018 studies, we had 119 applicants, a growth of nearly 100 percent from 2017. The programme is becoming quite popular! Our mission of making tourism better resonates all over the planet and we have had applications from all over the world. Our website www.uef.fi/tmm has visitors from more than 100 countries with at least a dozen visitors from 50 countries just during the past year.

During the past year, our blog www.tourismmarketingandmanagement.com has been visited 4582 times. The most popular student-written blog post was from Lari Turunen, who discussed the most common problem in destination marketing.

Our students have been updating our Instagram to show how it is like to study Tourism Marketing and Management in Joensuu, Finland. The new students will start to update the account this fall. Looking at the Instagram feed, the year has not been just about studying, but a lot of fun has been had. Our Facebook page has almost 2000 likes and it is by far the best way to keep up with what is happening with the programme.

What will be happening in academic year 2018-2019 in Tourism Marketing and Management?

Our second student group will be starting their studies in September 2018. We are working now to develop the courses for the next year to make the learning experience even better. We have great collaborations and guest lecturers planned and many fantastic cases to test our skills in the real world.

It will also be an exciting year as our first students start to graduate. Many of them are now writing their master’s thesis and we have extremely interesting studies coming up during the next academic year!

We will start looking for new students again sometime in November for studies starting in September 2019. If you want to be kept up to date with the application process, sign up for our newsletter.

The next big wave in tourism marketing

*This article is written by Tourism Marketing and Management students Jonna Kumpu and Tiina Kattilamäki

The second #IFITTtalk @Helsinki seminar on Digitalization in Tourism business was held at Hotel Arthur on Tuesday 15th of May. The seminar was opened by Kari Halonen from ToolBox Ltd, who was also the main organizer of the day. The opening speech was given by Juho Pesonen from the University of Eastern Finland, who has his thoughts on digitalization and customer experience. It is especially this focus on the customer experience that will be changing tourism marketing on a profound level in the future. Of course, the experience has always been important in tourism, but now with social media and the importance of earned media and technological development, customer experience will be the key to success in tourism. It was also the focus of this IFITTtalk seminar. 

Multisensory experience is the future of tourism marketing

During the day, we got to listen to several speakers and their thoughts and best practices concerning digitalization in the tourism field. One of the most interesting speeches was given by Pasi Tuominen from Haaga-Helia University of Applied Sciences. He emphasized the multisensory approach to tourism services in which all senses are being utilized. For example, in the hotel room of the future customers are able to select in what kind of eenvironmentthey want to fall asleep by using an app on their mobile phone. In multisensory approach spaces, surfaces, smells, and voices are all being utilized. Essi Prykäri from Lahti University of Applied Sciences emphasized the importance and possibilities of 360° Virtual Reality videos, for example in marketing nature tourism. This has also been done for example by SaimaaLife in the Savonlinna region, which we got the pleasure to get to know earlier in the spring when she visited our programme.

Tourist experience captivating the audience

Jarno Malaprade from Tietotalo talked us through the evolution of mobile phones and reminded us of the fast development that has happened during the last few decades. Our phones have transformed from normal mobile phones to personal assistants, and the transformation continues. Jarno also introduced us more closely to beacons, which are Internet-of-Things devices that can be utilized easily in various ways in tourism businesses. The beacons can help businesses to for example guiding customers in certain areas such as theme parks, which tend to get busy at times. The beacons are aware of the presence of the user and can be used to collect all different sorts of data to help in experience design.

Heini Niklas-Salminen from TourGuideFox presented their company’s app, which offers digitally guided city tours. The company has started tours recently in Helsinki but is planning to expand in the future. Heini gave some insights for features of successful apps. It has to be easy to buy, modified to different target groups and that customer experiences are at the core of service. TourGuideFox aims to be more than just another city tour app; there is a possibility to build a whole ecosystem based on creating more value for tourists when they are on the trip.

 

The development of AI and robotization in tourism

The speeches were finalized by Iis Tussyadijah, the President of IFITT, who joined the seminar online. She emphasized the importance of AI and robotics, as services will be robotized in the future. According to her, this change will also greatly affect tourism business. It will bring both opportunities and challenges, and tourism industry should be ready to optimize the benefits and minimize the risks.

The afternoon continued with workshops on digitalization. Also, we got to familiarize ourselves with the exhibitors, who introduced their companies. The companies included were Tripsteri, Qvick, Koodiviidakko, HMMH Consulting, Wowanders, and Poutapilvi. Also, the company representatives had a chance to participate in workshops concerning digitalization held by Juho Pesonen.

The main notion of the day is that tourism businesses can profit greatly from digitalization. It will make the travelers’ lives easier, but also the travel experience certainly a lot more interesting. It became apparent during the day that many companies already use different kinds of applications in order to offer new services, but there is still a lot to be done. However, the question remains whether the virtual reality will never be able to replace real experiences. Does it even have to, or should it be more like an addition to the actual experiences that the traveler may face?

Participants were really enthusiastic about the day’s topic and were eager to share their knowledge and tell about their business ideas. Everyone certainly finished the day with inspiration and new ideas to be utilized in the future.  All in all, the day proved that there definitely is a place for a seminar like this also in the future. It is fantastic that IFITT is supporting events such as this and enables tourism industry to benefit from digitalization and share ideas and best practices.

 

#digitalization #technology #AI #tourism #IFITTtalk #IFITT #hotelarthur #tmm #helsinki #maketourismbetter

TMM developing tourism business at Etelä-Konnevesi region

Our International Master’s Degree Programme in Tourism Marketing and Management (TMM) has started a collaboration with municipalities of Konnevesi and Rautalampi and tourism stakeholders in the region. The concrete first step in this collaboration was a two-day workshop on developing nature tourism in the Etelä-Konnevesi region, organized in Konnevesi research station 14.-15.3.2018. Together with Anne Hyvärinen, project manager at a regional tourism development project, two days full of tourism business content were designed and tailored for the region.

Tourism insights and knowledge

The idea of the first day was to bring in all the actors to the same level when it comes to tourism marketing and management in a nature tourism destination. The day started with introductions and three short group work presentations by our students. As a preliminary assignment, our students had examined how the region is represented on the Internet from the perspective of potential tourists, both domestic and international. They also gave a quick overview of the recent development of the region in combination with development possibilities.

Making tourism better
Nature tourism workshop at Etelä-Konnevesi region

From the student presentations, it became obvious that the region has a vast tourism potential, but the problem is that very few know about this hidden gem. Most tourists that come to the region just visit the Southern-Konnevesi National Park, even though the region is full of interesting, high-quality and distinctive tourism businesses. Thus we were able to pinpoint the tourism development problem to marketing and sales, as well as networking between the actors in the region.

Besides our students, there was a wide range of presentations from local entrepreneurs and tourism personnel, Jyväskylä UAS and Visit Jyväskylä, and Johku. The tourism in the region and development possibilities were discussed from many different viewpoints, providing a great overview of the topic.

Networking and collaboration

At the end of the first day, we had the chance to visit a local rural tourism business Suopirtti Highland and meet their “hairy cows” (ie. highland cattle). It was indeed an experience for all of us. Afterward, we had a chance to taste delicious locally produced dishes at restaurant Mierontie. The restaurant also had a unique, wooden interior design made by local Jukola Industries. At the end of the second day, we had the chance to visit the National Park and experience KalajaRetkeily hospitality from Markku Utriainen. These visits only reinforced our view that there are many great and original tourism products and services in the region, but very few have ever heard of them.

Tourism services at Etelä-Konnevesi
Local tourism services

Professor Raija Komppula emphasized at the workshop how important collaboration and networking are for tourism businesses. Not that much can be achieved by doing things alone. Tourists seldom choose a destination based on one tourism business. Tourists are looking for an amalgam of experience that they can enjoy during their trip and only by working together a region can provide tourists what they want.

Tourism business development

Our students are now working with individual tourism businesses as their second assignment. Each student was assigned with a tourism business with their own development possibilities. The businesses gave our students practice-oriented tasks connected to topics such as marketing mix development, service packaging, experience design, technology adoption and new-service development. Our students will provide each involved business a short report that guides the businesses to take the next steps.

Students in a nature trail
TMM students and staff at the Etelä-Konnevesi National Park

Collaboration with TMM

We have built our programme so that this kind of destination and business collaborations are possible. Our students performed really well during the workshop and have clearly learned a lot during this past year they have been studying with us. We will continue our collaboration with Etelä-Konnevesi region and are also open to new possibilities to make tourism better. If you are interested in collaboration, please contact me at juho.pesonen[at]uef.fi.

Management by wellbeing

Mindfulness, victorious corporate culture, growth rates that the board cannot accept, going to the gym with your bosses, hiring a personal business coach, fighting loneliness… does not sound like a traditional Finnish management style, does it? In one company it is.

Managing corporate culture and people at SMT

Our Tourism Marketing and Management Programme had the privilege to have CEO of travel and event agency SMT Kirsi Paakkari as a guest speaker to discuss with us about managing corporate culture and people in a way that enables a tourism business to grow.

tourism business management
Kirsi Paakkari discussing corporate culture in tourism

She has successfully merged two ill-performing businesses into a victorious one in a shrinking market, not an easy feat at all. It requires a lot from a manager to change the direction of a business and reach double-digit growth rates. Sometimes traditional Finnish management by perkele (traditional Finnish curse word) style might just not do it. Managers make many choices that define company performance.

Focus on employees management

Kirsi has clearly chosen to focus on the employees of the company. It was great to see how she monitors and leads the wellbeing of her people. She is also managing her company with metrics and data as much as possible while still listening to people. This might be the only way to reach her goal, which is to make SMT the best service company in Finland. This goal is also dependent on trust. Leadership requires trust in many forms. Employees have to trust their leaders and trust in the future of the company. In addition, the manager has to trust the employees, why hire people you cannot trust?

tourism marketing and management
Management education for students

Our student Lari Turunen appreciated how Kirsi decided to bring new people from outside the industry to create new ideas for the company. Lari also noted that when you are building a new culture for a company you have to invest in it. Mergers should not be only about saving money and making companies more efficient but they should also be seen as an opportunity to start anew.

Management by employee wellbeing is similar to human sigma management and has a sound basis in academic literature. There are many challenges ahead for SMT as they integrate with American Express Global Business and are more and more focusing on a growing event market. It will be interesting to see how the company manages these changes and how management by wellbeing works in the future. Could it be the direction of future leadership in Finland or even globally?

 

Tourism Marketing and Management programme takes novel approach to business studies

A business degree that specialises in tourism business is now available for the first time in Finland. Running at the University of Eastern Finland Business School, the international Master’s Degree Programme in Tourism Marketing and Management has got off to a good start, as 20 new students started at the Joensuu Campus this September.

Their studies began with an orientation week focusing on the programme’s four main themes: technology, well-being, nature and sustainability. Visits to the Puukarin Pysäkki guest house and the Murtovaara Forest Farm Museum, both located in a small town in eastern Finland, were particularly enlightening experiences. These destinations summarise well the potential and challenges of tourism in places like the eastern part of Finland.

The programme brings together academic studies and real-life links with working life in many different ways.

“It has been nice to notice how interested companies have been in our programme and students right from the start. Already in early September, our students did a Sales Race event in collaboration with the North Karelia Cooperative,” Programme Director Juho Pesonen says.

Co-operation with tourism businesses
Sales Race teaching practical selling skills

The Master’s degree programme has a unique advisory board consisting of representatives of business and industry, and the task of this advisory board is to make sure that the content of the programme and its courses are in line with working life requirements. Students also learn practical marketing skills by participating in the programme’s marketing.

Collaboration is the key to successful tourism marketing

The significance of collaboration is highlighted in the programme in many ways.

“We focus on collaboration rather than competition, and collaborative learning and problem-solving is encouraged in many different ways. We do plenty of group work on our courses and make use of collaborative learning methods that are independent of time and place,” Pesonen says.

The programme’s novel approach also applies to teaching, as the number of traditional lectures has reduced thanks to the introduction of flipped classroom. Students are largely responsible for their own learning process, and this process is supported by different kinds of assignments given during contact sessions as well as by in-depth discussion of the most difficult content.

The programme’s smooth start has also been aided by Professor James Murphy from Australia, who was recently appointed as a docent of the University of Eastern Finland. He brings an international angle to the first course, and visiting scholars and teachers from all over the world will be contributing to the programme.

The goal of the programme is to train experts who are valued by employers and the scientific community alike. The programme places emphasis not only on content learning, but also on important working life skills such as critical thinking, taking initiative, can-do attitude, independent and lifelong learning, and team work.

“A good example of this is a campaign our students designed and implemented at the university on World Tourism Day on 27 September to raise awareness of sustainable tourism.”

 

Tourism Master's Degree in Business
Study Tourism Marketing and Management at UEF.

Admissions to the international Master’s degree programmes of the University of Eastern Finland will be open between 1 November 2017 and 31 January 2018.

 

For further information, please contact:

Programme Director Juho Pesonen, tel. +358 40 184 2698, juho.pesonen(at)uef.fi

 

For more information on the Master’s Degree Programme in Tourism Marketing and Management, please see http://www.uef.fi/web/tmm.

Study tourism business at UEF: Master’s Degree Programme in Tourism Marketing and Management

There are dozens of reasons why you should study Tourism Marketing and Management at University of Eastern Finland. Here are 16 top reasons to study with us:

  1. High quality studies

We aim to keep the quality of our studies high. Our studies are not the easiest; there are no free credits but a lot to learn. You will have to work hard, but when you work, you can be sure that the things you learn really matter after your graduation. We are using innovative teaching methods that inspire and motivate you to give 100 % to the programme and to develop your skills and career.

  1. Focus on students

We value every student who applies for our programme. This degree programme would not exist without you students. We constantly listen to what you have to say, have a large number of feedback channels and methods and act accordingly to the feedback we receive. We take good care of our students, keep track of how their studies are progressing and help them to learn what is required and get their degree.

Travel and tourism studies
Studying tourism
  1. Co-operation with destinations and tourism companies

We are networked with various destinations and tourism businesses in Finland. Our network makes it possible for us to knit our courses to real-life business goals. All our courses programme courses have business partners and actual business case studies that we use to test what you have learned and deepen your knowledge on what is required after you have received your degree. Our programme is supervised by an industry advisory board that ensures that the skills and knowledge in our programme is up to date and relevant.

See our advisory board and partners.

  1. Academic research

Our programme has a strong research focus. Right from the start, you will start to familiarize yourself with academic research and prepare for writing a master’s thesis. Thinking that is required to do academic research is similar to the line of thinking that businesses value. We need to be critical of information we receive, understand the meaning of it for business practices and try to find new approaches to marketing and management.

See our research here.

  1. Unique focus topics

Wellbeing, nature tourism, sustainable tourism and technologies are all globally trending topics and form a strong and unique focus for our programme. This profiling should also be reflected on our students who are interested in the outdoors, wellbeing of people and planet and enthusiastic about new technologies. We do not train hotel managers or hospitality professionals but focus on developing tourism business in destination management organizations, tourism businesses and in public sector.

  1. High ranking university, internationally recognized

UEF is among top 50 of World’s Top Young Universities and within the top 500 of all world’s universities. We are internationally recognized research university that aims to solve global problems. See our rankings at http://www.uef.fi/en/web/guest/uef/international-rankings and university strategy at http://www.uef.fi/en/web/guest/uef/strategy

  1. Finland and Finnish education system

Finnish education system is world-renowned and our national higher education system is the 6th best in the world (http://www.universitas21.com/article/projects/details/152/u21-ranking-of-national-higher-education-systems-2017). Finland is one of the best countries in the world to live in (rank 21 http://hdr.undp.org/sites/default/files/2016_human_development_report.pdf) and safest country on the planet. Finland is also rapidly increasing in popularity among international tourists. With its four seasons, living in Finland can be an exotic experience. For more information about Finnish education system visit http://minedu.fi/en/education-system

  1. Student satisfaction

Finland and UEF are not world leaders when it comes to the number of international students we receive. However, the students who do come to Finland, tend to be extremely satisfied with their choice: https://www.studyportals.com/intelligence/international-student-satisfaction/international-student-satisfaction-awards-2016/.

  1. Flipped learning

One of the innovative teaching methods we use is Flipped learning. We do not believe that centuries old method of lecturing in front of the class when students listen is the most efficient way of teaching things. Most of our courses are utilizing flipped learning methodology where the traditional roles of lectures and homework are reversed. This means that learning is flexible and happens mostly online with material prepared by the teacher. We focus on learning, not just that you have to get credits and pass through courses. We do not have many exams but learning is measured with various tasks and team works. You will not submit essays and assignments only for the lecturer to read but will be producing valuable social media content right from the beginning to benefit the whole industry as well as the programme.

Learn more about flipped learning.

  1. Small, tight knit and relaxed group

We have a common goal, to make our programme better known. The TMM staff and students are more like colleagues than students and professors. There are only four people working in the programme so you will get to know them well before you get your degree. We encourage our students to co-create learning and do things together. We only accept around 15 new students each year; finishing our programme is a team effort. Teams and networks are increasingly important in modern work life and we provide our students tools and skills to be a productive team member.

  1. City of Joensuu

Our programme is based in a small city in Eastern Finland called Joensuu. We think that Joensuu is a perfectly sized city; it has everything you need but is surrounded by nature from all sides. It has good train and air connections to Helsinki from where you can continue anywhere in the world.

Visit Joensuu and Karelia Expert websites for more information.

  1. Career for the future

Work life is changing. Technological development in artificial intelligence and robotics are affecting how we work in the future. Many of the jobs people will work in in 2030 do not exist yet. Still at least for some time creativity and innovativeness will be the strengths of the human mind. We will train your mind to be useful for various development tasks in the tourism industry and provide insights how you can keep your skills relevant in the decades to come.

  1. Learning environment

UEF aims to provide its students the best academic learning environment in Finland. We have identified the development of our learning environments as one of our most important goals. The best academic learning environment in Finland is built around innovative teaching methods, research-based education, diverse use of facilities, and transparency.

Under the lead of our motivated teachers, we are creating a new culture of teaching. The teaching we offer is of a high standard and based on the latest research findings, enabling us to train professionals for the needs of the rapidly changing working life. We support this process by renewing our campus facilities with flexibility, inspiration and technology in mind.

At UEF, we want to create a culture of open science and technology that enables seamless collaboration between our students’ own devices and the devices and technology provided by the university.

From day one, we want to make our students feel welcome as new members of the scientific community. We invest in supporting flexible study paths, and to this end, we have created a new digital environment, Kamu, for our students.  Our work to develop our learning environments is rooted in student-centeredness. Together, we are building a university of tomorrow.

https://www.uef.fi/en/learning-environments

  1. Doctoral studies

For successful students we provide opportunities to continue their education with doctoral studies. Our doctoral students have opportunities to work in the department in various research and development projects and have wide selections of courses available for their studies. Doctoral studies are free for those accepted for the programme and we even have a few paid positions available.

  1. Costs and scholarship

Our programme is free for European and Finnish students. For students coming from outside EU/ETA region the annual study fee is 8000 €. We provide the best international applicant’s 80 % to 100 % scholarships for our programme. Studying in Joensuu is also cheaper than in metropolitan cities as living costs are lower.

  1. We make tourism better

We are not only educating tourism professionals of the future but we aim to have a wider impact on tourism. Our goal is to make tourism better through our actions and through our students who will work in the industry. Better for local people, better for tourists better for planet and better for tourism research and tourism industry.

Click here to see how to apply for the programme.

Peer-to-peer accommodation and sharing economy from tourists’ perspective

Airbnb has become one of the largest accommodation companies in the world if counted by the rooms available. Its rapid growth has been enabled by a phenomenon known as sharing economy. People are less inclined to own things and are getting used to share what they own with other people. Peer-to-peer accommodation happens when a person rents an apartment or a room they own to other person and this is typically enabled by digital platforms such as Airbnb. We wanted to study how this peer-to-peer accommodation phenomenon is shaping tourist behavior results from three different studies are now available online, elaborating what is important in peer-to-peer accommodation from traveler perspective.

Sharing economy and peer-to-peer accommodation
Source: https://intelligence.slice.com/airbnb-bookings-59-percent-muted-major-markets/

How is peer-to-peer accommodation shaping travel behavior?

In the first study we found out that sharing economy and peer-to-peer accommodation especially are good for tourism destinations. Availability of peer-to-peer accommodation enables wider selection of destinations for tourists, increase length of stay, travel frequency and number of activities tourists participate in the destination. Especially travelers’ desires for more meaningful social interactions with locals and unique experiences in authentic settings drive them to travel more often, stay longer, and participate in more activities.

Tussyadiah, I. P., & Pesonen, J. (2016). Impacts of peer-to-peer accommodation use on travel patterns. Journal of Travel Research, 55(8), 1022-1040.

What drives and hinders peer-to-peer accommodation use?

In the second study we explored the market characteristics and the factors that drive and hinder the use of P2P accommodation to better explain the phenomenon of collaborative consumption in the tourism and hospitality marketplace. Using responses from travellers residing in the United States and Finland, exploratory factor analyses revealed two factors that drive the use of P2P accommodation: social appeal (desire for community and sustainability) and economic appeal (cost savings). The barriers include issues of trust, efficacy and familiarity with the system, and cost.

Tussyadiah, I. P., & Pesonen, J. (2016). Drivers and barriers of peer-to-peer accommodation stay–an exploratory study with American and Finnish travellers. Current Issues in Tourism, 1-18.

Airbnb and sharing economy is shaping tourism
Peer-to-peer accommodation

What kind of peer-to-peer accommodation users there are?

In the third study we examined the drivers of peer-to-peer accommodation in more detail and focused on different P2P accommodation user groups. We found out that the major drivers affecting the use of P2P accommodation services are the age of consumers, active use of the Internet and online technologies, and the frequency of international travel. Cluster analysis identified two user profiles corresponding to consumer motivations for using P2P accommodation services. The first consumer group uses P2P accommodation services to make their trips more convenient, while the second uses them mostly for social reasons.

Pesonen, J. & Tussyadiah, I. (2017). Peer-to-peer accommodation: drivers and user profiles. In Dredge, D., & Gyimóthy, S. (Eds.) Collaborative Economy and Tourism. Perspectives, Politics, Policies and Prospects. Springer. pp. 285-303. http://www.springer.com/gp/book/9783319517971

Nature tourism is trending as we start to understand how healthy being in nature is

Nature tourism in Finland is all about “the space to breathe, a time to dream, hiking in summer, cross-country skiing in winter, gathering berries and mushrooms or simply a gentle walk in the woods.” (http://www.visitfinland.com/finrelax/). Nature is also one of the central themes in Master’s Degree Programme in Tourism Marketing and Management (MDPTMM, www.uef.fi/tmm). Why is nature so important for tourism that we have raised it so high in the programme?

Nature tourism brings us closer to nature
Nature has great health benefits for people

There is an increasing amount of evidence that being in the nature has huge benefits for our health. The latest is a 300-page review report from European Commission (link). The report examines more than 200 academic studies exploring the topic from various perspectives.

As more and more of us are living in the cities the interest to travel back to the nature increases. We are bored with congestion, air pollution, noise and eternal hurry. We want to have a place for relaxation, a place to get away from it all. Nature provides balance and health for our busy life and creates fantastic possibilities for example for digital detox.

FinRelax

Nature does as good and people are starting to realize that. Destinations that have good infrastructure for nature tourism will come up strong. But nature tourism needs to be developed in a sustainable way. In Finland for example Visit Finland is focusing on FinRelax program to increase the level of nature tourism products across the country and developing them to a direction that focuses on creating wellbeing for tourists (http://www.visitfinland.com/finrelax/). Finland aims to be the best place to relax in the nature, a noteworthy goal. All the elements are in place and it will be interesting to see how it all plays out. We have a front seat for this as the MDPTMM will work closely with Visit Finland and especially with FinRelax program to understand destination marketing and management.

Why study hospitality, travel, and tourism?

The main reason to study hospitality, travel and tourism is to work in the field. Hotels, airlines, destination, attractions, transportation, cruises, events, activity providers, shopping centers, tourist services, travel agents, tour operators and many others together form together a huge industry. It is a  practice-oriented field and an interesting one. It is in constant growth and needs more and more skilled workers and innovators every year. There are so many good reasons why you should study hospitality, travel, and tourism:

Tourism is a service industry

Everywhere in the Western world service industries are booming. One of these industries is travel and tourism. By studying tourism you position yourself right in the very center of service. You will learn skills that are transferable to many other industries. Being a service and human-to-human industry, it is also one of those that will need hard-working and creative people in the future.

Tourism is an experience economy

Most jobs in the tourism industry are about creating experiences for the traveler. This is what makes this industry especially interesting. When you are studying tourism you will learn how to create these memorable experiences. When you are working in the industry, you will need to be able to adapt and improvise what you have learned as

Every day is different

No matter where you study or what position you get in the tourism industry, it is guaranteed that almost every day is different. You will meet new people that come all around the world and they will make sure that no day is like another. Every tourist has different expectations, motivations, moods, experiences and opinions that will make your job interesting and also most likely a little bit challenging.

Dubai is witnessing the growth of tourism
Tourism is growing

Tourism is witnessing huge global growth every year and it is forecast to grow far into the future. It is definitely an industry of the future. Growth means that more and more skilled workers are needed all over the world. By studying tourism you give yourself the skills and knowledge to be a part of this growth.

Tourism is global

First and foremost tourism is a global industry. From Antarctica to space there are tourists everywhere. By studying tourism only the sky is the limit (well, actually, not even that!) to where you can work and what you can do.

Tourism is local

Despite being a global industry, it is also very local. Most of the tourism businesses are small- and medium-sized companies that provide income and jobs for local people. When you are working for the tourism industry there are many possibilities for you to contribute to your local community.

You get to travel

There are many positions in the field that enables you to travel a lot. You have to familiarize yourself with tourism destinations, attractions, and services, maybe guide tourists in exotic places or do research in foreign countries. Travel broadens your perspective on everything and tourism industry has plenty of possibilities to travel.

Tourism is fun

Tourism might not be the best option if you want to earn a lot of money. But if you value other things such as having fun, meeting new people,  enjoying life and doing what you like, tourism and hospitality offers plenty of options. People studying and working in the field are typically relaxed, outgoing and international.

Where to study travel, tourism, and hospitality?

There are plenty of fantastic opportunities to study tourism all around the world. One of these opportunities is the International Master’s Degree Programme in Tourism Marketing and Management at University of Eastern Finland. This program provides you the knowledge and skills required to work in various development positions in the tourism industry and take the field forward with your actions.