Curriculum

This course develops practical Chinese language skills for academic study, everyday communication, and professional interaction. It enables you to communicate more effectively and engage more confidently with Chinese society.

This course introduces the major dimensions of Chinese history, society, philosophy, traditions, and contemporary culture. It helps you develop a contextual understanding of China and appreciate how Chinese culture shapes tourism, hospitality, and intercultural encounters.

This course examines ethical principles in academic research and also tourism and hospitality. Students develop the ability to identify and critically evaluate ethical issues in research and tourism practice.

This course provides systematic training in the process of developing and presenting a master’s thesis, including research question formulation, literature review, academic writing, and scholarly communication.

This course introduces the fundamental approaches and techniques used to conduct tourism and hospitality research. You can develop the skills needed to collect and analyze data, and produce evidence-based conclusions.

This course examines how tourism and hospitality organizations formulate and implement strategies in dynamic and competitive environments. You will explore strategic analysis, competitive advantage, innovation, organizational change, and destination and enterprise-level decision-making.

This course introduces the principles and practices of marketing in tourism and hospitality, focusing on consumer behavior, market segmentation, branding, and experience creation. You can learn how organizations develop and deliver value to increasingly diverse and digitally connected markets.

This course examines the transformation of tourism demand and supply under China’s rapidly evolving digital economy. You will explore digital platforms, emerging tourism products and business models, and the ways technology reshapes tourism markets and industry structures.

This course explores the application of artificial intelligence, data analytics, and intelligent systems in tourism operations. You will examine how emerging technologies can enhance service delivery, operational efficiency, customer experience, and managerial decision-making.

This course introduces the development, characteristics, and global significance of Chinese outbound tourism. You will explore Chinese tourists’ travel motivations and behaviors, destination preferences, market evolution, and the implications of the Chinese outbound market for international tourism destinations and businesses.

This practice-oriented course explores how tourism in China can contribute to sustainable development. Through immersive, field-based learning at Mountain Huangshan, a UNESCO-enlisted World Heritage Site, you will examine approaches to heritage conservation, community engagement, cultural interpretation, and sustainable tourism development.