Center in charge: Facultad de Ciencias de la Economía y de la Empresa Campus: Campus de Madrid
Universities: Université de Savoie, Chambèry (Francia); Universitá degli Studi di Milano-Bicocca (Italia); Groupe Ecole Supereiure de Commerce de Troyes (Francia); Heilbronn University (Alemania),CATEDRA UNESCO - RED UNITWIN
For module III, Tourist Destination Management - UNESCO, a supplementary test is required to obtain the additional Diploma, according to conditions of the UNITWIN Network
Method of teaching: Presential (English) Cod: 6430. Old plan 6262
Credits: 60 ECTS Duration: One year
Taxes: See table
Academic calendar Schedule Exam Teaching Guides Professorate
Directora del Máster: D.ª Miriam Menchero Sánchez como Coordinadora: D.ª María del Pilar Pascual Fraile Teléfono: 91 4887703
E-mail:
Master Student information: Phone number: 91 488 8508
Atención al estudiante: Buzón de Ayuda al Estudiante Buzón de sugerencias, quejas y felicitaciones
Basic Information
What will I learn by studying this Master?
Students who have a Spanish university degree or another degree issued by an institution of the European Higher Education Area that allows in the country, issuer of the degree, to study a Master's degree.
Is this Master official in accordance with the regulations of the European Higher Education Area?
Yes (final verification report is attached)
Favourable report to the first modification
Favourable report to the second modification
Objectives
The Master's degree is made up of 60 credits and is developed in an academic year. The courses, that are made up of the first 24 credits (fundamentals), are compulsory. The speciality is made up of 18 elective credits. The Master's dissertation and the internships can be done over the year. The teacher's planning will be explained later.
Students must choose between one of the two elective courses (course 2 or course 3)
Each of the courses of the speciality are made up of the offered itineraries: Management of Tourist Companies and Planning of Tourist Destinations. The last course includes the UNESCO course that integrates topics and seminars multidisciplinarily and throughout the subjects, whose objective is the 'Tourism Management of Human Heritage Sites'. The UNESCO course is part of the UNITWIN Universities Network and UNESCO Lectures about 'Tourism, Culture and Development'.
The course called 'Study cases on the Human Heritage Sites and Cities' is made up of several seminars about: management, interpretation, marketing and advertisements of the Human Heritage sites and cities, that complement the rest of the courses that belongs to the module 3.
Learning outcomes
Knowledge
| CON1. Understand and apply the indicators of international tourism markets, the different destination management systems, and the types of public policies that directly and indirectly influence tourism activity in order to understand their impacts. |
| CON2. Carry out tourism analysis at the international level and effectively employ different advanced data science methodologies and tools to detect non-obvious information in a highly specialized context |
| CON3. To understand the paradigms, algorithms and advanced tools of big data analysis to optimize large-scale data management in the tourism industry. |
| CON4. Distinguish all the principles, concepts and evolution around all types of cultural and natural heritages, their protection and conservation as a legacy of humanity and their interrelation with tourism. |
| CON5. Acquire knowledge of 2D and 3D modeling of heritage environments and the application of texturing techniques. |
| CON6. Identify the relationships and innovative and creative possibilities between cultural heritage and new technologies based on the conceptual principles for tourism. |
| CON7. Mastering new marketing strategies. Advanced: emotional and experiential marketing and neuromarketing. |
| CON8. To deepen the managerial management and the different stages of the planning and control process of the tourism company, the interrelationships between the main and producing centers and the possible deviations produced. |
| CON9, Distinguish price and capacity management strategies of tourism service companies, through the use of current tools in information management such as Big Data. |
| CON10. Master the SDGs and apply environmental, economic and social quality and management systems applied to tourism within the framework of sustainable tourism development strategies in order to understand and respond to the challenges facing society in terms of sustainability. |
Skills
| HAB1. Comparative analysis of the national and international regulatory framework that regulates tourism activities and their planning, as well as land use planning, in order to establish action strategies for agents operating in the international arena. |
| HAB2. Apply data science methodologies to identify non-obvious information using advanced techniques and new trends in the field of tourism analysis. |
| HAB3.Apply the theoretical foundations, advanced methodologies and cutting-edge technologies needed in big data analysis, with the purpose of incorporating them in a comprehensive manner in high-level decision making tourism systems. |
| HAB4. Ability to use ICT as a tool for communication, access to information sources, data archiving and documents in the field of tourism. |
| HAB5. Use the procedures and functions offered by digital programs and tools for the analysis, management and resolution of problems in the tourism business environment. |
| HAB6. Apply inorganic modeling techniques for the creation of interactive virtual environments. |
| HAB7. Integrate virtual communication and storytelling of cultural heritage as tools for cultural dissemination and management of tourist destinations. |
| HAB8. To analyze the interrelationships between the entities of a tourist destination and the heritage, civil society and to know the tools of governance of a tourist destination. |
| HAB9. Apply the fundamentals of innovation management, efficiency and competitiveness to the management of public and private tourism organizations. |
Competencies
| COM1. Formulate advanced original ideas and applications in the context of tourism analysis, solidly grounding proposals and demonstrating a proactive, creative, critical, analytical and reflective attitude. |
| COM2. Formulate ethical and responsible judgments based on incomplete or limited information obtained through the analysis of tourism data, reflecting on the social and ethical consequences of the application of the knowledge and judgments acquired. |
| COM3. Debate and conclude with arguments and knowledge addressed to specialized audiences within the framework of advanced tourism analysis of tourism activity, adapting the message to different contexts and using various tools and techniques. |
| COM4, To develop autonomously the training in the field of tourism analysis, using digital resources available through Internet technologies, such as online courses, forums, blogs and social networks. |
| COM5. Develop the ability to understand and assume the social and ethical responsibilities associated with the application of advanced and specialized knowledge, particularly in the field of tourism analysis, in highly specialized contexts. |
| COM6. Use the procedures and functions offered by digital programs and tools for the analysis, management and resolution of problems in the tourism business environment. |
| COM7.To integrate innovation among digital environments in the management of heritage projects in order to meet the challenges of tourism in a changing world in terms of tourism management of a cultural destination. |
| COM8. Translate theory into practice to adapt general budgeting and control concepts to specific scenarios to elaborate, interpret, analyze and audit economic-financial information related to external transactions and internal transformation processes of organizations to support decision making. |
| COM9. Assimilate the complexity of sustainability and SDGs from a critical, systemic and interdisciplinary thinking, to understand how the professional activity interacts with society and the environment, locally and globally, to identify possible challenges, risks and impacts. |
Access and Enrolment
Normativa y procedimiento general de acceso
La información para el acceso y la admisión de estudiantes a los estudios de máster está disponible en: https://www.urjc.es/estudiar-en-la-urjc/admision/274-master
Igualmente, la normativa esta publicada en: https://www.urjc.es/estudiar-en-la-urjc/admision/274-master#normativa-de-masteres-universitarios
Criterios y procedimiento de admisión a la titulación
- La posesión de un título universitario oficial de Graduada o Graduado español o equivalente es condición para acceder a un Máster Universitario, o en su caso disponer de otro título de Máster Universitario, o títulos del mismo nivel que el título español de Grado o Máster expedidos por universidades e instituciones de educación superior de un país del EEES que en dicho país permita el acceso a los estudios de Máster.
- De igual modo, podrán acceder a un Máster Universitario del sistema universitario español personas en posesión de títulos procedentes de sistemas educativos que no formen parte del EEES, que equivalgan al título de Grado, sin necesidad de homologación del título, pero sí de comprobación por parte de la universidad del nivel de formación que implican, siempre y cuando en el país donde se haya expedido dicho título permita acceder a estudios de nivel de postgrado universitario. En ningún caso el acceso por esta vía implicará la homologación del título previo del que disponía la persona interesada ni su reconocimiento a otros efectos que el de realizar los estudios de Máster.
- Las universidades garantizarán una información transparente y accesible sobre los procedimientos de admisión, y deberán disponer de sistemas de orientación al estudiantado. Asimismo, asegurarán que dicha información y los procedimientos de admisión tengan en cuenta al estudiantado con discapacidad o con necesidades específicas, y dispondrán de servicios de apoyo y asesoramiento adecuados.
- Las universidades podrán excepcionalmente establecer, a partir de normativas específicas aprobadas por sus órganos de Gobierno, procedimientos de matrícula condicionada para el acceso a un Máster Universitario. Esta consistirá en permitir que un o una estudiante de Grado al que le reste por superar el TFG y como máximo hasta 9 créditos ECTS, podrá acceder y matricularse en un Máster Universitario, si bien en ningún caso podrá obtener el título de Máster si previamente no ha obtenido el título de Grado. Las universidades garantizarán la prioridad en la matrícula de los y las estudiantes que dispongan del título universitario oficial de Graduada o Graduado. En este procedimiento podrán ser tenidos en cuenta los créditos pendientes de reconocimiento o transferencia en el título de Grado, o la exigencia de superación de un determinado nivel de conocimiento de un idioma extranjero para la obtención del título.
- Las universidades o los centros regularán la admisión en las enseñanzas de Máster Universitario, estableciendo requisitos específicos y, en caso de ser necesarios, complementos formativos, cuya carga en créditos no podrá superar el equivalente al 20 por ciento de la carga crediticia del título. Los créditos de complementos formativos tendrán la misma consideración que el resto de los créditos del plan de estudios del título de Máster Universitario.
- Las universidades reservarán, al menos, un 5 por ciento de las plazas ofertadas en los títulos universitarios oficiales de Máster Universitario para estudiantes que tengan reconocido un grado de discapacidad igual o superior al 33 por ciento, así como para estudiantes con necesidades de apoyo educativo permanentes asociadas a circunstancias personales de discapacidad, que en sus estudios anteriores hayan precisado de recursos y apoyos para su plena inclusión educativa.
General Admission Requirements for Master's Degrees
According to Article 18 of Royal Decree 822/2021, dated September 28, which establishes the organization of university education and the quality assurance procedures, the general admission requirements for Master's degrees are as follows:
Possession of an official Spanish Bachelor's degree or equivalent is required to access a Master's degree. Alternatively, candidates may hold another Master's degree or qualifications equivalent to a Spanish Bachelor's or Master's degree issued by higher education institutions in the European Higher Education Area (EHEA), provided these qualifications allow access to Master's studies in the issuing country.
Candidates with qualifications from educational systems outside the EHEA that are equivalent to a Bachelor's degree may also access a Master's degree in the Spanish university system. This does not require the homologation of the degree but does require the university to verify that the level of education meets the necessary requirements, provided that the qualification allows access to postgraduate studies in the country of issuance. Access through this pathway does not imply the homologation of the candidate's prior degree or its recognition for any purposes other than pursuing the Master's studies.
Universities must ensure transparent and accessible information about admission procedures and provide guidance systems for students. They must also ensure that this information and the admission procedures consider students with disabilities or specific needs, offering appropriate support and advisory services.
Universities may, exceptionally, establish conditional enrollment procedures for Master's degree access based on specific regulations approved by their governing bodies. This allows students who have yet to complete their Bachelor's Final Project and up to a maximum of 9 ECTS credits to access and enroll in a Master's degree. However, they may not obtain the Master's degree without first completing the Bachelor's degree. Universities must prioritize enrollment for students already holding an official Bachelor's degree. Pending credit recognition or transfer in the Bachelor's degree, or the requirement to demonstrate a specific level of foreign language proficiency for obtaining the degree, may also be considered.
Universities or their respective faculties will regulate admission to Master's degree programs by establishing specific requirements and, if necessary, complementary training modules. These modules must not exceed 20% of the total credit load of the Master's program. The credits for these complementary modules will be treated the same as other credits within the Master's curriculum.
Universities will reserve at least 5% of the places offered in official Master's programs for students with a recognized disability level of 33% or higher, as well as for students with permanent educational support needs associated with personal disability circumstances, provided they required resources and support for full educational inclusion in their previous studies. Likewise, universities shall guarantee the availability of places for these students who apply for extraordinary university admission, until they reach 5 per cent of the reserve quota of the total number of places offered for that degree programme.
Full-time students will enrol for 60 credits in their first year of enrolment, while part-time students will enrol for between 24 and less than 60 credits in their first year of enrolment. In both cases, credits for supplementary training are excluded. Therefore, the minimum number of credits that a new student may enrol in during their first year is 24, and the maximum number is 60. Students who have failed subjects in previous years may enrol in a maximum of 78 credits, not including credits for subjects that constitute supplementary training. In each academic year in which the student formalises their enrolment, it will be compulsory to enrol in all outstanding subjects, understood as those subjects failed or not taken in previous years.
ADMISSION
The Universidad Rey Juan Carlos (URJC) does not have specific admission regulations; instead, it adheres to Article 18 of Royal Decree 822/2021, dated September 28. Each program establishes its general admission criteria and specific entrance tests.
However, according to the Regulations on Teaching Coordination Positions at Rey Juan Carlos University, approved by the University Governing Council on 19 April 2024, Article 4.11 that the process of ‘admission of students to official master's degrees’ is part of the functions relating to the academic planning of the degree and the Internal Quality Assurance System and that, therefore, the director or co-directors, together with the coordinator, are responsible for the admission process.
GENERAL ADMISSION CRITERIA:
The Master's in International Tourism Management serves as a continuation for students with a Bachelor's degree in Tourism, enabling career advancement and improved professional performance. However, the program is also open to students from other fields such as humanities, economics and business, law, anthropology, and sociology, providing these students with a specialization in tourism. Additionally, the Master's aims to offer a second chance for tourism professionals seeking to return to education to pursue better job opportunities or career advancement.
The specific degrees that facilitate access to the Master's include:
Bachelor's in Tourism and dual degrees combining Tourism with other disciplines.
With the successful completion of the specified complementary training, students with degrees such as Business Administration, Marketing, History, Engineering, Anthropology, Philology, Translation and Interpreting, Sociology, and others within the fields of Legal and Social Sciences, Humanities, and Arts may also access the program.
SPECIAL CONDITIONS OR ENTRANCE EXAMS:
If required, the evaluation of the applicant’s curriculum will consider:
Criterio “Academic Record”
The evaluation of the academic record will be based on the Official Degree and the Transcript of Records submitted by the student during the pre-enrollment process, which grant access to the master's program. As stated in the “General Admission Criteria,” the master's program is aimed at professionals in Tourism, as well as in other areas such as Legal and Social Sciences, Humanities, and Arts.

Criterio “Professional Experience” (30%)
Professional experience will be assessed based on the Curriculum Vitae submitted during pre-enrollment, distinguishing between “Professional experience in Tourism,” “Professional experience not in Tourism but related to the admission profiles,” “Professional experience not related to the admission profiles or Tourism,” and “No professional experience.”

Criterios “Languages” (20%) y “Others” (10%)

Language evaluation is based on the specific admission requirements for official master's programs at URJC, which require a minimum B2 level in the language of instruction for the master's program.
If the minimum required level is not accredited, the admission application will not be considered. If the minimum level is accredited, the “Languages” section will be scored with +20. A B2 level in Spanish will not be required for native Spanish speakers from Spain or Latin American countries where Spanish is the official language. In these cases, the score will be +20.
If the student provides an official certificate for a second language, it will be evaluated under the “Others” section, provided the second language meets the following criteria:
- Minimum B1 level in Spanish for the Master in International Tourism Management (English-taught version)
- Minimum B1 level in English for the Master in International Tourism Management (Spanish-taught version)
No specific tests are required beyond the personal interview to verify the merits provided in the student's pre-registration. The selection test process is determined by the Manual for the Management of the Self-Registration Process for University Master's Degrees, prepared by the School of Official Master's Degrees.
Thus, with a selection test:
This option will be selected if a specific test is to be given to applicants. The Master's Programme Management will determine the type of test to be given.
Once this option has been selected (...) the date and time of the Selection Test must be specified (on the platform). You must enter the date and time and, in the Comments field, any comments you deem appropriate.
Offer of a place: 25 places. If the course does not reach the minimum number of students, the University can choose not to open the teaching group.
Teaching Itinerary
Master Teacher guides
ACCESSING THE DEGREE TEACHING GUIDES
Teaching Itinerary
|
COD. |
ASIGNATURAS |
SEMES. |
TIPOLOGÍA |
ECTS |
|
643001 |
Tourism Markets and Destination Management: Public Policies |
1S |
OBLIGATORIA |
6 |
|
643002 |
Data Science and Big Data |
1S |
OBLIGATORIA |
6 |
|
643003 |
Tourism Innovation and Digital Strategy |
1S |
OBLIGATORIA |
3 |
|
643004 |
Protection and Preservation of Cultural Heritage and World Heritage |
1S |
OBLIGATORIA |
3 |
|
643005 |
Virtual Enviroments in Natural and Cultural Heritage Enviroments |
1S |
OBLIGATORIA |
3 |
|
643006 |
Innovation and Desing of Cultural Heritage Storytelling |
1S |
OBLIGATORIA |
3 |
|
643007 |
Sustainability and Governance in Cultural Heritage Tourism Management |
1S |
OBLIGATORIA |
3 |
|
643008 |
International Tourism Marketing |
2S |
OBLIGATORIA |
3 |
|
643009 |
Wellness Management in Tourism Companies |
2S |
OBLIGATORIA |
3 |
|
643010 |
Budgeting and Management Control in the Tourism Company |
2S |
OBLIGATORIA |
3 |
|
643011 |
Revenue Management in Tourism Services Companies |
2S |
OBLIGATORIA |
6 |
|
643012 |
Analysis of Sustainability in the Tourism Industry:Models and Impacts |
2S |
OBLIGATORIA |
3 |
|
643013 |
International Tourism Consulting |
2S |
OBLIGATORIA |
3 |
|
643014 |
Reserch Methodology Applied to Tourism |
2S |
OPTATIVA |
6 |
|
643015 |
Internships |
2S |
OPTATIVA |
6 |
|
643016 |
Final Degree Project |
ANUAL |
TFM |
6 |
|
Créditos mínimos a realizar |
|
OBLIGATORIOS: 48 créditos |
|
OPTATIVOS: 6 créditos |
|
TRABAJO DE FIN DE MÁSTER: 6 créditos |
|
Total de Créditos a Cursar: 60 ECTS |
COMPLEMENTOS FORMATIVOS:
|
643017
|
Introduction to Tourism. Fundamentals, Concepts and Figures.
|
1S
|
Complemento Formativo
|
3 ECTS
|
|
643018
|
Introduction to Cultural Heritage Management: Theory and Practice
|
1S
|
Complemento Formativo
|
3 ECTS
|
Internship Placement
The subject Internships is a curricular subject whose fundamental objective is to encourage the comprehensive training of the student through the practical application of the knowledge acquired in the degree, which facilitates direct contact with the professional activity and offers the opportunity for students to incorporate themselves in the professional world with a minimum level of experience. All the internships are designed so that students who participate in them acquire professional experience in real situations and conditions, applying the knowledge, skills, and attitudes that are acquired in the educational process during the degree. These internships are an important opportunity for the personal and professional development of the students.
The internships are activities that the student undertakes in companies, institutions, and organizations; that is, in centers external to the university, and that have as their objective to enrich and complement their university studies, while also offering deeper knowledge related to the skills that will be needed once they graduate.
The Internship subject has two phases:
- First, doing the internship, which offers professional experience related to the profile of the graduate and that are shown in the Verification Report of the degree.
- Second, preparation of the report.
Documentation:
Formative Proyect Qualification
For more information: Unit internships
Social Security Contributions for student interns as of January 1, 2024
Mobility Programmes
The University Master's Degrees, due to their duration and characteristics, generally do not specifically contemplate the mobility of their students. However, the Rey Juan Carlos University has different mobility programmes for both students and University employees (PDI and PAS) and has procedures for the collection and analysis of information on these mobility programmes.
Regulations
- Calendario Académico
- Reglamento por el que se regulen los másteres universitarios de la Universidad Rey Juan Carlos
- Normativa de matrícula y permanencia en los estudios de másteres universitarios de la URJC || Notas aclaratorias
- Dispensa académica (Reglamento de Evaluación de los Resultados de Aprendizaje - Título IX)
- Precios Públicos másteres universitarios
- Exención de los precios de estudios oficiales de máster y doctorado para los hijos e hijas menores de 25 años de víctimas de violencia de género
- Prácticas Externas
- Trabajo Fin de Máster Universitario
- Revisión y reclamación de la evaluación (Reglamento de Evaluación de los Resultados de Aprendizaje - Título VII)
- Reconocimientos/ Adaptaciones másteres universitarios
- Simultaneidad de estudios de másteres universitarios de la URJC
- Reglamento de la Escuela de Másteres Oficiales
- Adenda al protocolo de adaptación de la docencia Escuela de Másteres Oficiales
- Real Decreto 1125/2003, de 5 de septiembre, por el que se establece el sistema europeo de créditos y el sistema de calificaciones en las titulaciones universitarias de carácter oficial y validez en todo el territorio nacional
ESTUDIANTES
COORDINACIÓN DOCENTE
RÉGIMEN DE CONVIVENCIA
SEGURO ESCOLAR
ASOCIACIONES
EVALUACIÓN
- Reglamento de Evaluación de los Resultados de Aprendizaje (en vigor desde el 1 de septiembre de 2024)
- Convocatoria adelantada (Reglamento de Evaluación de los Resultados de Aprendizaje - Artículo 19)
- Artículo 6.1.2. La resolución favorable de la solicitud de anulación total de matrícula no implica necesariamente la devolución del importe abonado por el o la estudiante. Para ello, deberán cumplirse los requisitos establecidos en el artículo 10.3 de la presente normativa.
- Artículo 11.3. La ampliación del plazo de permanencia se solicitará a través del procedimiento establecido al efecto por la Universidad Rey Juan Carlos en sede electrónica, dentro del plazo establecido. El Rector podrá autorizar la continuación de los estudios en aquellos casos en los que causas excepcionales, debidamente documentadas, hubieran afectado al rendimiento académico de los y las estudiantes, con validez para ese curso académico (hasta un máximo de un año).
- Artículo 11.4. De acuerdo con lo que establece el artículo 4 de la presente normativa, aquellos y aquellas estudiantes cuya solicitud de permanencia se resuelva favorablemente, tendrán que matricularse de todas las asignaturas que les resten para finalizar sus estudios.
- Artículo 11.5. Para las asignaturas con convocatoria indefinida, una vez concedida la ampliación del plazo de permanencia, se abonarán las tasas correspondientes a la segunda y sucesivas matrículas según el Decreto de precios públicos correspondiente siempre y cuando hayan estado antes matriculados en esa asignatura.
- Artículo 12.4. Una vez concedida ésta, el o la estudiante deberá matricularse conforme a lo establecido en el artículo 4 de la presente normativa.
- Artículo 12.5. Para las asignaturas con convocatoria indefinida, una vez concedida la continuidad en los estudios de Máster Universitario, se abonarán las tasas correspondientes a la segunda y sucesivas matrículas según el Decreto de precios públicos correspondiente siempre y cuando hayan estado antes matriculados en esa asignatura.
Quality Guarantee
General Information Collection Plan
Within the Quality Guarantee System at Rey Juan Carlos University, the following surveys are planned:
- Profile of the students
- Teacher assessment
- Degree of satisfaction:
- Of Student
- Of graduates
- Of the teaching staff
- Of administration and services staff
- Labor insertion
- External practices:
- Student satisfaction
- External tutor satisfaction
- Satisfaction of evaluators
Survey results:
Steps toward Improvement
The Quality Assurance System of the Rey Juan Carlos University establishes that the Quality Assurance Committee of the degree is the information derived from the indicators of the degree and the achievement of a report that includes improvement plans if the results indicate.
Accreditation renewal
Accreditation renewal supposes the culmination of the implementation of the official undergraduate and Master’s degrees registered in the University, Center, and Degree Register. The accreditation renewal of official undergraduate and Master’s degrees is organized in three phases: self-assessment report, external visit, and final assessment.
In the first phase, the university describes and assesses the situation of the degree with respect to the established criteria and guidelines. The result is the Self-Assessment report that is presented. The second and third phases are carried out by a group of assessors who are external to the degree in question.”

