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Trends in Tourism

Trends in Tourism

Code: ATB2RQ102
Scope:  5 ECTS
Timing: 1st semester
Language: English
Curriculum: Master in Aviation and Tourism Business
Course level: Elective Advanced Professional Studies
Course type: Elective


Three years of work experience in tourism industry.

Starting level and linkage with other courses

The course is part of Elective Advanced Professional Studies

Learning objectives and assessment

Grade 1

  • The student can identify main current trends in tourism
  • The student can identify, list and combine basic structures and concepts in tourism
  • With some help, the student has some general understanding of current research in tourism

 Grade 3

  • The student can describe information on the current operational environment in tourism and link it into different frameworks and theories within tourism
  • The student can to some extent apply different frameworks and theories in tourism
  • The student can evaluate current research in tourism

 Grade 5

  • The student is able to gain and analyse information on current industry and research trends Tourism
  • The student is able to collect and analyse relevant research findings as a basis for decision making.
  • The student is extensively able to apply different frameworks and theories at both practical and strategic level in in tourism

Passed courses are assessed on a scale of 1 to 5.

Recognising and validating prior learning (RPL)

If students have acquired the required competences in previous work tasks, recreational activities or on another course, they can show the competences with a demonstration, and progress faster through their studies. More information and instructions for recognising and validating prior learning (RPL) are available at MyNet.

Working life connections

The entire course is undertaken as an assignment to an organisation; and done as a team. Students will be divided into teams and they are expected to have the whole responsibility of the project including arranging meetings with the commissioner, agreeing on project content, implementation and goal setting as well as agreeing on deliverables with the commissioner(s).


The course is taught in English, is attended by international students and all assignments are related to an international company. The course is international by definition.


  • Operational environment in tourism
  • Stakeholders
  • Current industry and research trends

Learning methods

The learning methods are based on contact sessions and independent client work. Case-based learning is applied throughout the course. Students will work in teams to implement a real-life client project from peers. In the client project, students will practice and develop their skills and knowledge in the tools and methods relevant to the task. Students are expected to assume entrepreneurial responsibility for the client projects from start to finish. Teachers will act as coaches in the student's learning processes.


The course requires strong and goal-oriented commitment on behalf of the student to team work and the contact sessions in the module. The grade will be based partly on the output and the value of the project deliverables to the client company (40%) and partly on the students own commitment, activity and demonstrated professional attitude (40%). The third part of the assessment is an individual assignment, learning diary that includes also a relevant literature review (20%).

Course teacher(s)

Eva Holmberg
Jarmo Ritalahti

Learning materials

Deloitte 2017. Travel and hospitality industry outlook.

Horner, S. & Swarbrooke J., 2016. Consumer behaviour in tourism. (Third edition). Routledge Page

Ryan, D.  2016. Understanding digital marketing. London: Kogan Page

Other material to be specified later.