Study Themes

  • Students on Study TourThe Master of Tourism coursework degree engages with industry at all levels, is based on innovative research into emerging tourism fields and is designed to prepare you for an international career in tourism management.

    This Masters degree will equip you with skills and expertise in marketing and international marketing, environmental studies, information technology, cultural heritage studies and development, special events, and planning.

    The key strengths of the Master of Tourism are:

    Elective Streams Available


    (A) Sustainable Tourism Management

    The UNWTO forecasts that the growth rate in international visitor arrivals to emerging economies will be significantly higher than that to advanced economies up to 2030. (Figure 1)

    Between 2010 and 2030, arrivals to emerging economies are expected to increase at double the pace (+4.4% a year) of those to advanced economies (+2.2% a year).  As a result, the market share of emerging economies has increased from 30% in 1980 to 47% in 2011, and is expected to reach 57% by 2030, equivalent to over one billion international tourist arrivals (UNWTO, 2013)

    The challenge for these emerging economies is how to manage a growth in a sustainable manner so the environmental, cultural and social attributes are protected.

    This specialization permits you to undertake a focus in your degree on sustainable management with electives from the Master of Sustainability/Development studies. For example students could take the following  elective units as part of their degree. 

    (Note other units are available upon consultation with the program coordinator)

    APG4389 Contemporary Issues in Tourism (12 points)

    This contemporary unit is designed to focus on key issues arising in the global tourism industry such as the rapid growth of the industry in emerging economies, poverty alleviation and development through tourism and the growth of “new tourism” and independent travel. The unit is presented via a number of key industry seminars and a proposed field work study tour to an emerging tourism region.

    APG4328 Doctrines of Development (6 points)

    This subject deconstructs the concepts of ‘development’, ‘progress’ and ‘underdevelopment’ before embarking on a historical examination of how various theories have been translated into policy and action. It then looks chronologically at the rise and demise of various doctrines and approaches, focusing on the role of international development aid and trade.

    APG5805 The Art and Business of International Development (6 Points)

    This unit offers a practical, hands-on approach for learning a range of applied skills needed by professionals in international development organizations. It will introduce students to the working culture of institutions involved in international aid and development. 


    (B) Marketing, Media and Communications

    As the global tourism industry continues to grow and the number of destinations identifying  tourism as a key driver of economic growth expand, the competition between destinations also increases.

    Destinations and companies are in need of cutting edge marketing and communication campaigns to understand how to reach potential target markets. 

    Expanding on the core unit APG4389 Tourism Industry and Marketing, this stream permits students to enhance their knowledge of media, marketing and communications. Students undertaking this unit can take the following electives to the value of 24 points; 

    (Note, other units are available upon consultation with the program coordinator)

    MKX9261 Integrated Marketing Communication (6 points)

    The uses of advertising, sales promotion, direct marketing and publicity to build and sustain brands, based on knowledge of communication theory, and the institutional and business practices which influence the achievement of appropriate and specific promotional goals.

    MKF5601 Social Media Marketing (6 points)

    This unit will extend understanding of digital marketing, in particular the role of new media. The social media landscape will be investigated, in terms of the tools and technologies, as well as consumers and communities. Approaches to understanding customers and stakeholders through the use of social media will be explored, and various strategies to engage with these stakeholders will be developed.

    APG5398 New Communications Media (12 points)

    This unit introduces students to the changing relationships between the media, telecommunications and computing industries. It investigates the practices of electronic publishing and its impact on the communications industry. The unit profiles both traditional media such as the book, print and broadcasting in the light of new forms of content delivery such as the web, wireless and digital broadcasting. It also explores the challenges of developing and delivering high-quality, user-focused content in a digital environment, including social media.


    (C) Cultural Economy
    Increasingly the tourism industry is realizing the important roll cultural tourism and the cultural economy plays in stimulating visitation. The development of cultural economy strategies for destinations and regions can improve their attractiveness to visitors (both short stay and long term) as well as contribute to urban regeneration. Master of Tourism students have the opportunity to take units from the Master of Cultural Economy led by Professor Justin O’Connor. Justin has worked on projects with the industry in destinations including; St Petersburg, Manchester, Shanghai and Hobart.
    Subjects include (More details available soon)

    Cultural Economies

    This unit will introduce the core conceptual and historical dimensions of the MCA, including the emergence of arts and cultural policy, the rise of the cultural and creative industries, urban regeneration and urban cultural economies, and the evolution of cultural/ creative work. In particular it will explore the concepts and claims of “cultural economy” – that the economy is a constructed socio-cultural phenomenon – and examine the consequences of these for existing and future practices by individuals, businesses and policy agencies operating within the cultural economy

    Culture and Sustainable Development

    This unit examines the relationship between cultural production and consumption and new agendas for sustainable economic and social development developed by UNESCO, the World Bank and other international agencies. By cultural economy we include the broad range of cultural/creative industries, arts and traditional cultural practices and products, handicraft and forms of manufacture. We explicitly situate these as economic practices embedded in wider social and cultural contexts. Through our interdisciplinary and practice-based approach, we examine how cultural economies might be used to provide employment, strengthen identity and resilience and point to more sustainable, less volatile and dependent growth for developing countries. 

    Shanghai City Lab

    This unit takes staff and students to Shanghai. Students will receive lectures from Monash staff and engage in observational study of China’s biggest city. Shanghai is the economic capital of China and the site where western modernity first made landfall in the 1850s. Since that time it has evolved under a complex mix of domestic and international influences. Since 1992 it has been promoted as China’s global city and has used arts and culture, and later the cultural creative industries as an essential part of this ambition. This unit allows students to experience this dynamic city first hand, guided by Monash staff who have researched and lived in the city. Students will be given local context, information and a research overview by Monash staff who will also supervise small study excursions of the city.