Tourism Management Master Degree

Introduces the fundamental concepts of MICE tourism, which is highly lucrative and essential to understanding its dynamics and potential. It includes a historical analysis of the sector and the profiles of participants in MICE events.

The elements of the value chain are highlighted, and challenges and opportunities are analyzed, especially in the post-COVID-19 context, offering a solid understanding of MICE tourism at the international level.

This module is essential for understanding business tourism in its global context as a tourism specialization. It prepares us to continue evolving in the sector by addressing three fundamental trends: bleisure, sustainability, and the Sustainable Development Goals (SDGs).

This module provides a deep understanding of these emerging trends and their impact on the industry, allowing us to adapt and advance in the field of business tourism effectively.

In this module, we explore the various stakeholders involved in the business tourism sector. These include Convention Bureaus, Conference Centers, and other key players such as Destination Management Companies (DMCs), Professional Congress Organizers (OPCs), INcore, and Agencies. Additionally, we delve into Bidding Processes, Competitions, and Economic Profitability.

Understanding the detailed description of each stakeholder allows us to grasp the intricate network upon which this specific tourism sector relies. Recognizing their importance and interrelations is crucial for achieving economic profitability in the industry.

This module focuses on the "M" aspect of MICE, which encompasses meetings. It explores different types of corporate meetings, corporate protocol, and how to design a meeting using the Canvas model. Additionally, it analyzes communication in the context of corporate meetings and introduces associationism through organizations such as MPI and ICCA, along with an illustrative case study.

This module delves into the "I" aspect of MICE, focusing on incentives. It begins by defining what constitutes an incentive and provides background knowledge in psychology and social psychology relevant to understanding them. Then, it explores various designs of incentives and examines how the COVID-19 pandemic has affected relationships between companies and their workforce, leading to the emergence of new forms of motivation. Additionally, it discusses associationism through associations such as Idemice and presents a case study to illustrate effective incentive strategies.

This module focuses on conferences and congresses within the MICE framework. It begins by defining what constitutes a congress or convention, differentiating between academic conferences and those organized by associations. The module examines the unique characteristics and purposes of both types. Additionally, it explores the role of associationism in the MICE industry, with a particular focus on Professional Congress Organizers (PCO). A case study is presented to illustrate effective practices in associationism within this context.

This module focuses on exhibitions and events within the MICE framework. It analyzes the case of Feria Valencia as a model of successful venue, as well as the process of winning the bid for the 2027 Belgrade Universal Exhibition. It also explores the concept of co-creation in festivals and the role of volunteering in events. The importance and management of musical events are examined. Additionally, the topic of associationism is addressed through AEVEA (Association of Event Companies), and a case study is presented to illustrate effective practices in this area.

This module focuses on cross-cutting aspects of the meetings industry. It addresses the importance of event security, the role of volunteering and sponsors through a notable example such as the Valencia Marathon. It explores the significance of understanding multiculturalism in both team management and adapting to attendees, along with technology in the post-COVID-19 era. The module also analyzes the role of strategic suppliers such as interpretation and translation services through a case study.

This module offers the opportunity to leave the classroom with various visits: These practical visits allow participants to put acquired knowledge into practice and establish key contacts in the MICE field. By attending the most relevant sector fair in Spain and visiting prominent venues in Valencia, participants gain a deeper understanding of the industry and establish valuable connections for their future professional careers.

• Maria Sánchez de Mora
  Programme director.
  PhD candidate, Bachelor’s in Tourism and in Advertising and PR
• Daniel Delmas Martin, PHD.
  D. in Communication Sciences and specialist in protocol and events.
  Project Manager Education
  European Hematology Association (EHA)
• Ivana Rihova, PHD
  PhD in Tourism and Tourism Management. Bournemouth University,
  Expert in sustainable festival management and volunteerism.