DETAILED COURSE CONTENTS
YEAR 1
SEMESTER I
COMPULSORY COURSES
TUİ 501 Research Methods and Scientific Ethics
This course comprehensively examines the fundamental principles of research design in the social sciences, methodological approaches, and the rules of scientific ethics. Students learn the philosophical foundations of quantitative, qualitative, and mixed methods and gain practical experience in formulating research questions, developing hypotheses, sampling techniques, data collection tools, and measurement and validity processes. Ethical dilemmas encountered during research, plagiarism, data manipulation, academic integrity, and ethics committee procedures are also examined in detail. The course aims to enable students to plan and conduct their master's research in an original and ethically sound manner in line with scientific standards. By the end of the course, participants develop a critical perspective on methodology and improve their academic writing skills.
TUİ 503 General Tourism
This course provides a broad examination of the historical development, conceptual framework, fundamental components, and operating mechanisms of the modern tourism industry. Within a tourism systems approach, it focuses on supply-demand balance, tourist behavior, destination structure, and the roles of enterprises in the tourism sector. The economic, cultural, environmental, and sociological impacts of tourism are analyzed and linked to the principles of sustainable tourism. National and international tourism policies, global tourism trends, and Türkiye's position in tourism are also discussed through case studies. The course aims to help students understand tourism from an interdisciplinary perspective and become familiar with sectoral dynamics.
ELECTIVE COURSES
SEC 501 ELECTIVE COURSE I
TUİ 513 Destination Governance
This course analyzes the role of governance in destination management and comprehensively examines decision-making processes among the public sector, private sector, local communities, and other stakeholders. Destination Management Organizations (DMOs), visitor management, stakeholder analysis, destination planning, and sustainability criteria are key areas of focus. Transparency, accountability, participation, and collaboration are discussed within governance models. Policy instruments that enhance destination competitiveness are also evaluated and compared with international examples.
TUİ 515 Cultural Heritage and Tourism
This course focuses on the protection, management, and sustainable use of cultural heritage in the context of tourism. The classification of tangible and intangible cultural heritage, UNESCO World Heritage processes, the importance of local community participation, and the preparation of heritage management plans form the core content of the course. The carrying capacity of cultural heritage sites, the effects of cultural and artistic events on destination image, and the economics of cultural heritage are also analyzed.
TUİ 597 Culture and Society
This course examines the concept of culture from a sociological perspective, focusing on cultural change, identity, social structure, modernization, and cultural interaction. Examples of the relationship between culture and society are discussed within the context of tourism.
TUİ 521 Destination Branding and Image Management
The course covers the processes through which destinations create brand identity, develop branding strategies, and manage destination image. Tourist perceptions, image measurement, promotional campaigns, and digital branding practices are examined.
TUİ 517 Digital Marketing in Tourism
This course analyzes the impact of digital transformation on tourism marketing, focusing on social media, SEO, content marketing, data analytics, and online consumer behavior. Students undertake practical work on online campaign planning, digital customer journey design, and performance measurement techniques. The influence of digital platforms on destination choice and the reliability of user-generated content (UGC) are discussed. The course aims to develop strategies that help tourism enterprises gain competitive advantage in the digital ecosystem.
TUİ 519 Social Media and Communication Management in Tourism
This course analyzes how social media shapes communication strategies in tourism enterprises. Content creation, target audience segmentation, social media analytics tools, crisis communication, and electronic word-of-mouth management are examined. Students evaluate brands' social media campaigns and learn the main stages of developing an effective digital communication strategy. The ways in which social media platforms affect tourist experience and destination preferences are also discussed through examples.
TUİ 541 Artificial Intelligence and Digital Transformation in Tourism
This course comprehensively examines the use of artificial intelligence, automation, smart destination technologies, and data analytics in the tourism industry. Chatbots, robotic services, personalized recommendation systems, blockchain applications, and data-driven management models are among the main topics. The effects of digitalization on service quality, workforce structure, and customer experience are discussed. Students analyze the opportunities and risks presented by the smart tourism ecosystem and develop innovative solution proposals for the sector.
TUİ 571 Information Systems and Data Mining in Tourism
This course analyzes the information systems infrastructure, data management processes, and decision support systems of tourism enterprises. Big data, database development, data mining techniques, customer data analysis, and information security are examined. Students discuss the role of data-driven management in creating competitive advantage in tourism through case studies. The use of automation systems in enterprises and data-based marketing strategies are also examined in detail.
ELECTIVE COURSES
SEC 503 ELECTIVE COURSE II
TUİ 531 Operational Management in Tourism
This course systematically examines the daily operational processes of tourism enterprises. Activities such as front office, housekeeping, food and beverage, purchasing, maintenance, and reservation management are analyzed in terms of efficiency, cost control, service quality, and operational planning. Service flow processes, capacity management, and operational risks are also evaluated.
TUİ 543 Strategic Management in Tourism
This course analyzes strategic thinking and planning processes in tourism enterprises. SWOT, PEST, competitive analysis, strategy formulation, corporate governance, and long-term strategic decision-making mechanisms are among the main topics. Students examine through case studies how the dynamic structure of the sector shapes firms' competitive advantage strategies. Strategic performance measurement systems and managerial decision-making processes are also discussed.
TUİ 583 Organizational Behavior and Leadership
This course examines individual and group behavior in an organizational context, focusing on motivation, communication, leadership styles, organizational culture, conflict management, and decision-making processes. Employee behavior is evaluated in relation to working conditions and emotional labor requirements in tourism enterprises. Students analyze the contribution of effective leadership practices to organizational performance through real-world examples.
TUİ 555 Organizational Psychology in Tourism
This course provides a framework for evaluating human behavior in tourism enterprises from a psychological perspective. Concepts such as job satisfaction, stress management, burnout, emotional labor, organizational commitment, and employee well-being are examined. The intensive work pace and seasonality of the tourism sector are analyzed from the perspective of employee psychology.
TUİ 567 Quality Management in Tourism Enterprises
The course covers service quality models, quality standards, total quality management, customer satisfaction measurement, and service design principles. Students learn quality assurance systems and methods for improving service processes through examples. International quality certifications and service innovation are also evaluated.
TUİ 585 Human Resources Management in Tourism
The course examines human resources processes such as recruitment, training, performance evaluation, motivation, employee relations, and compensation management within the context of the tourism sector. The reasons for high employee turnover in tourism, seasonal employment structures, and strategies to increase employee commitment are discussed.
TUİ 565 Travel Agency and Tour Operations Management
This course comprehensively examines the operational structure of travel agencies, tour program development processes, sales and operations management, and relevant legislation. The creation of package tours, supplier relations, customer management, and the impact of tourism law on agency activities are key areas of focus.
TUİ 595 Aviation and Transportation Management
The course analyzes the structure of the airline industry, airport management, logistics processes, and the relationship between global transportation systems and the tourism sector.
YEAR 1
SEMESTER II
COMPULSORY COURSES
TUİ 504 Department Seminar
This course serves as the starting point of the master's thesis process and enables students to identify a current and original topic in their field of specialization under the guidance of their advisors. Students conduct a comprehensive literature review on their chosen topic, develop a theoretical framework for the thesis through critical thinking, and present it in an academic seminar.
TUİ 502 Marketing Management in Tourism
Digital marketing concepts and their impacts on the tourism sector are examined comprehensively. Online consumer behavior and reservation systems are analyzed. Social media management and content strategies are emphasized. Search engine optimization (SEO) and digital advertising methods are explained. Data analysis, conversion-rate measurement, and performance-tracking practices are taught. Email marketing, mobile marketing, and influencer collaborations are addressed. Virtual reality (VR) and augmented reality (AR) applications are discussed in the context of tourism marketing. Case studies on digital communication strategies during crises are conducted. The digital transformation processes of tourism brands are examined. By the end of the course, students are expected to prepare a digital marketing plan for a destination.
TUİ 506 Accommodation Management
The course provides a comprehensive approach to the management functions of accommodation enterprises. Front office management, housekeeping, food and beverage management, cost control, revenue management, quality control, and customer experience management are examined. Digitalization and sustainable practices in the sector are also discussed.
ELECTIVE COURSES
ELECTIVE COURSE III
TUİ 568 Sustainable Tourism Management
Bu ders, turizm faaliyetlerinin doğal çevre, yerel ekonomi ve kültürel değerler üzerindeki uzun vadeli etkilerini dengeleyen yönetim yaklaşımlarını öğretir. Öğrenciler, ekolojik ayak izinin azaltılması, enerji ve atık yönetimi, yeşil sertifikasyon sistemleri (ISO 14001, Green Globe vb.) ve destinasyon kapasite planlaması konularını inceler. Ayrıca, turizm gelirlerinin yerel topluluklar arasında adil dağıtımı, halk‑turist etkileşiminin sürdürülebilir kılınması ve iklim değişikliği risklerine karşı direnç (resilience) geliştirme stratejileri ele alınır. Ders, teorik çerçevelerle birlikte vaka çalışmaları ve saha projeleri aracılığıyla, öğrencilere çevresel ve sosyal sorumluluk bilinciyle stratejik kararlar alma becerisi kazandırmayı amaçlar.
TUİ 572 Ecotourism
This course examines the fundamental principles, ethical standards, and environmentally responsible management models of ecotourism. Topics include the protection of natural areas, participation of local communities and revenue sharing, ecotourism certification, market segmentation, and environmentally friendly facility design. Students evaluate the challenges and opportunities involved in transitioning from mass tourism to ecotourism through examples from international ecotourism destinations.
TUİ 588 Environmental Policies and Tourism
The course examines the effects of national and international environmental legislation on the tourism sector. It addresses the integration of Sustainable Development Goals (SDGs) into tourism planning, the calculation and reduction of carbon footprints, waste-management policies, and environmental performance indicators such as green buildings. Strategies used by tourism enterprises to ensure legal compliance and respond to environmentally conscious consumer demands are discussed.
TUİ 574 European Green Deal and Tourism
The course analyzes the transformation that the European Green Deal may create in the tourism sector from economic, environmental, and managerial perspectives. Carbon-neutral policies, sustainable energy use, green logistics, waste management, and the applicability of circular-economy approaches in tourism enterprises are discussed. Students examine the effects of EU legislation on Türkiye's tourism sector, the design of sustainable supply chains, and low-carbon destination models. The impacts of green transformation on destination competitiveness, cost structures, and tourist expectations are also evaluated. The course comprehensively addresses the strategic planning steps and policy instruments required for the tourism sector to adapt to green-transformation goals.
TUİ 582 International Tourism Policies and Economics
The course analyzes the historical development of international tourism policies, the functioning of global tourism markets, the role of international organizations (UNWTO, OECD, WTTC), and the macroeconomic impacts of tourism. Tourism revenues, employment effects, the balance of foreign trade, multiplier effects, and the economic determinants of competition among destinations are covered. Students comparatively examine political factors influencing international tourism flows, visa regimes, global crises, security issues, and national tourism strategies. The course also focuses on advanced topics such as positioning in international markets, tourism diplomacy, and the effects of government policies on destination branding. Students develop the ability to analyze global tourism trends and formulate policy at the international level.
TUİ 558 Revenue and Capacity Management in Tourism
This course analyzes the theoretical foundations of revenue management and critical processes in tourism enterprises such as strategic pricing, demand forecasting, capacity optimization, and inventory management. Students evaluate dynamic pricing models, segmentation strategies, room revenue management, seasonality effects, and factors affecting business profitability through case analyses. The course also examines how revenue-management practices are designed in capacity-constrained businesses such as hotels and airlines and the role of technology-supported decision systems. By the end of the course, students learn to interpret revenue-management strategies from a data-driven perspective and optimize business performance.
TUİ 580 Tourism Economics
This course provides a comprehensive analysis of the economic structure of tourism, its macroeconomic relationships, and its effects on national economies. Tourism's contribution to GDP, employment-generation capacity, investment trends, foreign-trade effects, economic multiplier analysis, and regional development dynamics are examined using international datasets. Students evaluate the determinants of tourism demand, price elasticity, the effects of income levels on tourism demand, and the reflection of economic fluctuations on tourism movements.
TUİ 590 Financial Management in Tourism
This course addresses financial decision-making processes in tourism enterprises within a strategic framework. The analysis of financial statements, cash-flow management, evaluation of investment projects, cost control, budgeting, and capital structure constitute the main content of the course. Students analyze factors affecting the financial performance of tourism enterprises and evaluate financial risk management, exchange-rate risks, price fluctuations, and the seasonal characteristics of revenue streams. The course also focuses on the use of financial technologies in tourism enterprises and new digital solutions that enhance financial efficiency.
TUİ 586 Alternative Tourism and Applications
This course analyzes alternative forms of tourism that have developed beyond traditional mass tourism from social, economic, and environmental perspectives. A wide range of forms, including health tourism, gastronomy tourism, rural tourism, sports tourism, adventure tourism, agro-tourism, and creative tourism, are examined through national and international examples. The course discusses the contribution of alternative tourism to destination diversification, its role in local development, its level of sustainability, and its compatibility with tourist expectations. Students also conduct applied studies on alternative tourism product design, target-market analysis, and the economic potential of niche tourism markets.
TUİ 578 Special Interest Tourism
This course analyzes forms of tourism based on specific interests or personal motivations. The demand structure, target audience profile, experience design, and product-development strategies of special-interest tourism forms such as education, health, nature observation, festivals, arts, hobbies, and sports are examined comprehensively. Students evaluate the growth dynamics of the special-interest tourism market, motivation theories, and the experience-economy approach. Service-design practices created for special-interest tourists are also analyzed through case studies.
TUİ 594 Gastronomy Tourism
This course analyzes the role of gastronomy in the tourism sector and its effect on destination attractiveness. Topics include transforming local cuisines into tourism products, gastronomy festivals, local producer networks, the creation of gastronomic identity, and gastronomy-destination branding. Students evaluate the relationship among food culture, gastronomic experience, and tourist behavior. The economic effects of gastronomy tourism, sustainable gastronomy, and the integration of local food systems with tourism are also examined through case analyses.
TUİ 576 Health Tourism
This course comprehensively examines the structure of health tourism, international patient mobility, the management of healthcare facilities, and the legal framework of health tourism. Subfields such as medical tourism, thermal tourism, wellness, and senior tourism are analyzed. Students examine the determinants of health-tourism demand, quality standards, accreditation processes, patient-safety protocols, and the dynamics of international competition. Strategic evaluations are also made regarding Türkiye's health-tourism potential and global positioning.
YEAR 2
SEMESTER III
TUİ 591 TEZ I
Thesis I is an in-depth research preparation process aimed at enabling the student to identify an original problem related to their field of research and conduct a comprehensive literature review in line with that problem. The student analytically evaluates the relevant literature, identifies research gaps, develops a conceptual framework, and structures the theoretical foundation of the research. Research questions, hypotheses, or qualitative research themes are clarified at this stage, while the appropriate research method, sampling structure, data collection tools, measurement scales, and analysis techniques are systematically determined. Through regular meetings with the advisor, the student brings the research design into conformity with academic standards, prepares the thesis proposal, and presents it to an evaluation committee in a scientific presentation.
YEAR 2
SEMESTER VI
TUİ 592 TEZ II
Thesis II is the applied stage of the research and involves implementing the research design developed in Thesis I, collecting and analyzing data, and reporting the results. During this process, the student conducts fieldwork in line with the chosen methodology. Findings are interpreted and discussed in comparison with the literature, research questions are answered, and the scientific contribution of the study is clearly demonstrated. The student supports the conclusion and recommendations section of the thesis with sectoral, academic, and policy implications, states the limitations, and provides suggestions for future research. At the end of the course, the student submits the completed thesis in an appropriate scientific report format and defends it before a jury through an academic presentation. This course is the final stage of the master's program and aims to maximize the student's skills in conducting research, data management, academic writing, and scientific defense.
