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Business Systems in Tourism and Hospitality

The Business Systems in Tourism and Hospitality Master’s program provides candidates with an opportunity to learn from distinguished professors and experts in the field of tourism and hospitality, thus gaining extensive knowledge for a successful career in hotels, travel agencies, tourism organizations, food and beverage sectors, internal control management, etc. The program is administered both in Serbian and English.

The Faculty of Tourism and Hospitality Management is an affiliate member of the World Tourism Organization (UNWTO). The Singidunum University library being a reference regional electronic library of the World Tourism Organization (UNWTO) has a collection of most relevant scientific literature in the field of tourism and hospitality.

hatUpon successfully completing the studies, students gain the title of Master of Science in Economics.

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I semestar

Students are presented with the key activities of the research process in the domain of social sciences: gathering, use and proper referencing of literature sources, defining research hypothesis, gathering, processing and analyzing data, as well as making deductions. Students also acquire skills to effectively communicate in writing, to make their arguments for demonstrating expert knowledge and expressing scientific viewpoints and to use latest software solutions for the purposes of research paper.

Students are presented with the key tendencies in the contemporary tourism market that influence significant changes in basic preconditions for establishing a supply and demand relation. They learn about basic characteristics of changes happening in tourism, particularly disruptive ones, as well as methods tourist destinations and enterprises use to adjust to the changes.

Students learn how to analyze internal and external factors affecting tourism development, as well as how to plan destination and enterprise development, what tools to use when making strategic decisions and how to decide on tourism development strategies. Experts involved in creating Tourism Development Strategy of the Republic of Serbia 1999 and 2017, as well as Tourism Development Strategy of Belgrade 2008 will give lectures providing numerous practical examples on the existing tourism development strategies both in the country and worldwide.

During this course students gain knowledge on the ways information and communication technologies achievements have transformed tourism sector, thus creating new possibilities for customer relationship management. Students will be presented with new digital trends, customer behavior in changing environment, as well as with the methods for creating innovative loyalty programs with the aim of keeping profitable customers.

Students learn how globalization as a social and economic phenomenon influences expansion and changes of the tourism market. They learn about global demographic, economic, cultural and social characteristics of the tourism market, as well as key global challenges and threats. The course provides students with insight into the way the tourism market is influenced by international organizations, such as UN World Tourism Organization.

During this course students will gain knowledge on business operations environment and specific processes in managing travel agencies and tour operators. They will master basis of the process of offering and placement of travel packages with the emphasis on use of modern information technologies and impact of dynamic market changes on future travel agency and tour operator businesses.

II semestar

Students will be able to critically assess possibilities for ecologically sustainable tourism improvements by understanding importance of the sustainable use of natural resources, primarily biological ones. Students will analyze the tourism – environment relation by analyzing positive and negative impacts of tourism destination development, by learning about measures taken to prevent negative impacts of tourism development on environment, as well as by learning about positive impacts of the preserved environment on tourism development and by learning about good practice examples.

The aim of this course is to enable students to use geographic information systems (GIS) as a tool for integrating, analyzing, and visualizing a large number of spatial and nonspatial data relating to making strategic decisions in accordance with the sustainable tourism development practices. Students learn about computer assisted analytical procedures for gaining insight into natural resource allocation, cultural and historical heritage, condition of tourism and traffic infrastructure, thus contributing to evaluation of available tourism potential or limitations necessary in creation of spatial development model. Apart from digital mapping application, students will also learn analytical functions of WEB GIS, such as determining location and destination, planning optimum itinerary, finding tourist attractions and products, establishing interactive communication between tourist supply and demand.

During this course students learn about various concepts and interpretations of health tourism, as well as treatments offered in disease prevention, general well-being improvements and achieving vitality through nutrition and recreation programs, as well as natural resources use: thermo-mineral water springs, pure air, and therapeutic mud and mineral peloids.

During this course students learn about what factors in food preparation and service processes could be of risk and could endanger customers' health, particularities of hospitality business in relation to food safety, as well as to what extent foodborne illnesses could damage hospitality business.

Digital marketing and e-commerce imply application of traditional marketing principles in modern internet environment. During this course students will be presented with the ICT trends used in tourism and hospitality. The course will address the impact of digital marketing and e-commerce on the tourism destination and enterprises development, as well as users themselves. Also, students learn about the key elements that could influence business growth, such as use of various internet tools in order to attract users.

Students apply basic, theoretical and methodological, scientific and expert, and professional knowledge and methods in resolving concrete issues in the chosen area. When preparing the research paper, students particularly focus on the problem, its structure and complexity, and based on the analysis carried out, they draw conclusions on possible solutions. Literature review enables students to learn more about methods and practices used in resolving similar tasks. The aim of students' activities in this research segment is reflected in acquiring necessary experience by resolving complex issues and tasks and recognizing opportunities for using knowledge previously gained in practice.

The aim of master's thesis preparation and defense is for a student to show, by processing a practical research-oriented subject and defending it, their independent and creative approach in implementing theoretical knowledge and practical skills in further practices within business systems in tourism and hospitality.

  • The candidate takes six exams. The first project paper integrates four courses from the first semester and two courses from the second semester are integrated in the second project paper.
  • During the course of studies, the candidate formulates their master's thesis. Project papers from the first and the second semester can be integrated into the master's thesis.