Curriculum – Courses

📖 Course Content

The course introduces core concepts, strategies, and architectures of digital transformation in tourism businesses, organizations, and destinations. The role of information systems in the operation and development of tourism organizations is examined, focusing on systems such as PMS, CRM, ERP, CMS, channel managers, and data platforms. The utilization of data for optimizing customer experience and decision-making is analyzed, as well as the integration of artificial intelligence and machine learning technologies, such as service personalization, demand forecasting, dynamic pricing, chatbots, recommender systems, and sentiment analysis. Particular emphasis is placed on issues of data governance, cybersecurity, privacy, and ethical use of artificial intelligence. The course includes case studies from hospitality, transport, digital platforms (OTAs), and destination management organizations (DMOs), as well as applied exercises.

🎯 Learning Outcomes

• Understand core concepts and strategies of digital transformation in the tourism sector.
• Recognize the role and operation of information systems (PMS, CRM, ERP, CMS, data platforms).
• Understand the fundamental principles of artificial intelligence and machine learning applications in tourism.
• Understand issues of data governance, cybersecurity, and AI ethics.
• Analyze digital strategies of tourism businesses and organizations.
• Evaluate the suitability of information systems in different operational environments.
• Apply basic data analysis techniques and AI utilization (e.g., personalization, forecasting, sentiment analysis).
• Design simple digital transformation solutions in tourism organizations.
• Synthesize technological and management knowledge for decision-making.
• Evaluate the impact of AI at operational and societal levels.
• Develop a critical approach to digital innovation issues.
• Consider ethical and regulatory dimensions in data utilization.

📖 Course Content

Strategic management in digital tourism integrates all operational dimensions of tourism organizations, destinations, and digital ecosystems, aiming to leverage the knowledge and capabilities acquired in other courses of the program. It includes the following units:

• Introductory Concepts of Strategic Management in Digital Tourism.
• Digital Governance, Data, and Business Ethics in Tourism.
• External and Internal Environment Analysis in Digital Tourism.
• Strategy Formulation in Digital Tourism and Levels of Strategy.
• Competitive Advantage and Digital Competitiveness of Tourism Organizations and Destinations.
• Strategic Digital Tourism Management for Organizations and Destinations: Principles, Structures, and Operating Models.
• Digital Tourism Environment Analysis: Markets, Platforms, Stakeholders, Risks, and Sustainability.
• Strategic Models and Tools in Digital Tourism (Value Proposition, Digital Business Models, Customer Experience, Data Analytics).
• Strategy Implementation in Digital Tourism across Small and Large Organizations and Destinations.
• Strategy Evaluation in Digital Tourism: Performance Indicators, Digital KPIs, and Metrics.
• Case Studies in Digital Tourism – Strategy Implementation.
• Case Studies in Digital Tourism – Strategy Evaluation.
• Final Review and Synthesis of Strategic Event Management Process.

🎯 Learning Outcomes

• Explain key concepts of strategic management in digital tourism and their importance in planning, managing, and sustainably developing tourism organizations and destinations.
• Develop a complete strategic plan for a tourism organization, destination, or digital platform, taking into account strategic positioning, stakeholders, available data, technological resources, risks, and the lifecycle of digital services.
• Design and execute implementation strategies in digital environments, emphasizing user experience management, operational organization of digital channels, data governance, crisis management, and leveraging innovative technologies.
• Quantitatively and qualitatively evaluate the results of strategies in digital tourism, taking into account performance indicators related to user engagement, channel effectiveness, visitor satisfaction, and overall value for the destination and stakeholders.

📖 Course Content

The course focuses on strategic planning and implementation of digital marketing strategies in tourism, incorporating data, artificial intelligence, analytics, and experience design into complex and dynamic tourism ecosystems (businesses and destinations). It approaches digital marketing not merely as a set of tools, but as an integrated system of strategic value and competitive advantage creation. The evolution of the digital ecosystem in tourism and the behavior of the modern digital traveler are analyzed, from the inspiration stage to post-trip engagement. Strategic planning models (e.g., SOSTAC), competitive environment analysis techniques (SWOT, benchmarking), and the development of buyer personas and value propositions for tourism businesses and destinations are examined. The course delves into omnichannel funnel and customer journey design, emphasizing experience design, personalization logic, digital touchpoint management, and user experience (UX) optimization. Special emphasis is given to marketing analytics, KPI framework design, while innovative digital business models in tourism are also examined (platform economy, shared economy, digital marketplaces). The course concludes with an applied laboratory component, in which students develop a comprehensive Digital Marketing Plan for a tourism business or destination, integrating strategy, funnel design, personalization, a KPI dashboard, and measurable performance indicators.

🎯 Learning Outcomes

• Critically analyze modern theories and models of digital marketing within tourism ecosystems.
• Interpret the role of data, artificial intelligence, and digital channels in shaping the tourism experience.
• Connect destination branding strategies with omnichannel digital environments.
• Design a comprehensive digital marketing funnel and customer journey in a multi-channel environment.
• Select and justify appropriate tools (SEO, SEM, Social, Automation, CRM, AI-based personalization) based on strategic goals.
• Develop KPI frameworks and evaluate campaigns using analytics and core attribution principles.
• Synthesize a campaign plan integrating experience design and personalization technologies.
• Formulate well-founded strategic decisions in complex and uncertain tourism environments.
• Combine market data, technological capabilities, and creative design to generate measurable value.
• Clearly present strategic proposals to specialized and non-specialized audiences.

📖 Course Content

The course has a dual-faceted character, combining core principles of tourism economics (e.g., impact of prices and free time on demand; impact of seasonality, development of economies of scale and scope, accommodation cost structure: supply side) with the effects of digital innovation on demand, supply, productivity, and market structure. Specifically, traveler behavior (e.g., preferences-choices of accommodation/destinations based on online reviews by other travelers) and business behavior in digital environments are analyzed (e.g., impact of digital platforms/marketplaces on tourism firm competition and bargaining power). The underlying logic of the sharing economy in tourism is analyzed with reference to transaction cost reduction and idle resource utilization. Furthermore, the impact of dynamic pricing (1st, 2nd, and 3rd-degree price discrimination) on accommodations and airline tickets in revenue management is examined. Additionally, tourism activity indicators and data are analyzed alongside the economic impacts of tourism development on destinations, in terms of increased investment and consequently employment and public revenue (positive impacts), while potentially adverse impacts on local communities, such as housing price increases, are also examined. Moreover, key performance metrics for evaluating investment effectiveness and profitability (e.g., ROI Return on Investment) are presented and applied based on realistic scenarios of investment in modern technologies and digital products in tourism. Finally, beyond theoretical background, real data (showing the impact of digital transformation on tourism sector economics) are analyzed, case studies are examined, and public policies and scenarios are evaluated regarding their impacts on the tourism industry (e.g., impact of accommodation tax increases).

🎯 Learning Outcomes

• Analyze the fundamental principles of tourism economics (demand, supply, elasticities, structural market characteristics).
• Interpret the results of tourism activity indicators.
• Interpret the impact of digital innovation on demand for tourism services, evaluating the role of information, online reviews, recommendation algorithms, and search cost reduction in purchasing decisions.
• Interpret the effects of dynamic pricing on tourism demand formulation and tourism firm revenues.
• Analyze characteristics of the sharing economy and interpret its consequences on tourism sector growth.
• Analyze shifts in tourism firm supply and productivity in light of automation, data analytics, artificial intelligence, and digital distribution channels.
• Analyze traveler and firm behavior in digital environments.
• Evaluate the economic impacts of tourism activity on destinations.
• Evaluate the economic feasibility of investing in cutting-edge technologies and digital products based on financial criteria.
• Develop evidence-based policy recommendations or business strategy proposals to promote digital innovation in the tourism sector.

📖 Course Content

The course examines the digital transformation of Human Resource Management (HRM) functions in the tourism sector. It focuses on using technological tools and integrating Artificial Intelligence into processes of planning, recruitment and selection, training and development, performance appraisal, as well as talent retention and employee engagement in an environment characterized by high seasonality and multiculturalism. Simultaneously, the impacts of international digital trends (automation, platform work, remote work models) on job design and talent management are explored. Special emphasis is placed on the strategic dimension through skill development (reskilling/upskilling) and change management in innovation environments, ensuring the workforce remains competitive in the era of automation. The course delves into leveraging HR Information Systems (HRIS) and data analysis (HR Analytics) for Evidence-Based HRM. Concurrently, modern concepts such as Employee Experience and Employee Journey mapping are examined. The course concludes by embedding principles of sustainability and inclusion. Finally, the course critically addresses ethical and legal issues (GDPR, algorithmic bias) arising from employee data usage, equipping students with tools to implement hybrid or remote work policies and build HR dashboards.

🎯 Learning Outcomes

• Critically analyze the transition from traditional to Digital HRM, evaluating how global trends (automation, platform work) reshape roles and talent management in tourism.
• Develop reskilling and upskilling strategies, ensuring human resource competitiveness against automation.
• Evaluate and select appropriate HR Information Systems (HRIS) and Artificial Intelligence (AI) tools to optimize workforce planning, recruitment and selection, training and development, and employee evaluation.
• Apply data analysis techniques (HR Analytics) to draw insights and implement "Evidence-Based HRM" in tourism enterprises.
• Synthesize and configure digital HR Dashboards to track KPIs related to seasonality, performance, and employee retention.
• Design and map the "Employee Journey", using digital tools to enhance engagement and overall Employee Experience.
• Formulate comprehensive policies for hybrid and remote work models tailored to the specifics of the tourism industry (frontline vs back-office).
• Identify and address ethical issues, such as algorithmic bias and data privacy risks (GDPR).
• Integrate sustainability and inclusion principles into HR digital systems design, promoting a fair and multicultural work environment.

📖 Course Content

The objective of the course is to cover core principles of Financial Management for enterprises operating in the tourism and hospitality sector, while valuing digital investments in this industry. Course content includes the following main thematic units:

• Introduction to financial management of tourism enterprises in the modern digital environment.
• Time value of money.
• Financial statement analysis using financial ratios.
• Use of financial information for decision-making.
• Evaluation of tourism enterprise investments.
• Risk and return on investments.
• Risk management.
• Valuation of digital investments.
• Cost of Capital.

🎯 Learning Outcomes

• Understand the concept of Financial Management in the modern digital environment.
• Understand the concept of time value of money.
• Analyze financial statements of tourism and hospitality firms, calculating and interpreting financial ratios.
• Utilize financial information for business decision-making, while comprehending international and domestic risks.
• Evaluate investment projects of a tourism enterprise.
• Understand the link between risk and return.
• Manage risk.
• Value digital investments.
• Comprehend and calculate the firm's cost of capital.

📖 Course Content

The course examines the role of knowledge and innovation in the digital transformation of tourism. Ways in which tourism organizations create, store, share, and leverage knowledge to enhance competitiveness and organizational performance are analyzed. Special emphasis is placed on organizational learning, fostering an innovation culture, and managing knowledge in digital environments. Open innovation models, collaborations between enterprises, startups, universities, and public bodies, as well as the operation of innovation ecosystems in tourism, are examined. The course covers knowledge management and collaboration tools and platforms, as well as innovation processes (innovation pipelines), idea evaluation, and new product/service design. The concept of data-driven innovation and leveraging data to support innovation is also examined. Workshops and applications are included, such as the innovation canvas, roadmap design, and developing innovative proposals for tourism organizations and destinations.

🎯 Learning Outcomes

• Understand core concepts of knowledge management and innovation in tourism.
• Recognize mechanisms of knowledge creation, storage, and dissemination in organizations.
• Understand concepts of organizational learning and innovation culture.
• Know open innovation models and collaborative ecosystems.
• Understand principles of data-driven innovation in tourism.
• Analyze knowledge management systems and practices in tourism organizations.
• Design innovation processes (innovation pipelines).
• Evaluate ideas and innovative proposals (idea evaluation frameworks).
• Use innovation tools (innovation canvas, roadmaps, collaborative platforms).
• Develop proposals for new products or services in tourism.
• Synthesize knowledge from different fields to develop innovative solutions.
• Collaborate in interdisciplinary and multi-organizational environments.
• Make strategic decisions regarding innovation and knowledge management.
• Develop critical thinking regarding sustainability and innovation impact.
• Manage innovation initiatives in digital tourism ecosystems.

📖 Course Content

Course content includes the following main thematic units:

• Introduction to Crisis Management in Digital Tourism.
• The Digital Risk Environment in Tourism.
• Hybrid Crises (Natural, Health, Geopolitical) in a Digital Environment.
• Crisis Management Models in Digital Tourism.
• Governance and Strategic Crisis Planning.
• Early Recognition and Prediction of Digital Crises.
• Digital Communication in Crisis Conditions.
• Digital Reputation Management and Trust Restoration.
• Cybersecurity in Tourism.
• Business Continuity and Digital Resilience.

🎯 Learning Outcomes

• Define and analyze concepts of crisis and digital crisis in the tourism ecosystem.
• Recognize digital risks that can lead to a crisis.
• Analyze the stages of a digital crisis lifecycle.
• Identify sources and forms of crises.
• Identify early warning signals using social listening, analytics, and AI tools.
• Evaluate the role of digital communication in crisis management.
• Plan required preparedness actions for tourism enterprises in the event of a digital crisis.
• Critically evaluate international case studies of digital crises in tourism.

📖 Course Content

The course examines the link between sustainability and digital transformation in tourism, focusing on the ESG framework and performance measurement and reporting processes. Special emphasis is placed on the spatial dimension of sustainability and tourism's relationship with landscape, natural resources, and destination carrying capacity. The role of digital tools in managing environmental impacts, sustainable mobility, visitor flow management, and land use and infrastructure optimization is analyzed. The social dimension of ESG is also examined regarding local communities, spatial cohesion, and public space quality. Key indicators, international frameworks, and practical applications (dashboards, reporting, certifications) are presented, emphasizing data usage for designing sustainable tourism interventions at enterprise and destination levels. Teaching relies on analyzing selected case studies examining real-world applications of digital sustainability tools in tourism landscapes and destinations. As part of the course, students develop a summary ESG Action Plan incorporating spatial parameters and sustainable design principles.

🎯 Learning Outcomes

• Analyze the ESG framework in tourism using a spatial approach.
• Evaluate digital tools for monitoring environmental and social performance.
• Formulate evidence-based sustainable design proposals for tourism destinations.

📖 Course Content

The course examines in depth the concepts of accessibility and inclusion in digital tourism, focusing on designing experiences and services that respond to the needs of diverse user groups. Principles of universal design and inclusive design are presented, alongside international digital content accessibility standards, such as WCAG guidelines. Special emphasis is given to applying these principles to tourism websites, applications, booking platforms, and destination digital content, highlighting the importance of accessibility as a critical factor for improving user experience, enhancing brand value, and ensuring regulatory compliance. Concurrently, the course introduces accessibility evaluation methodologies (accessibility audits) and digital interface analysis tools, while emphasizing the design of inclusive user journeys and personas that reflect visitor diversity. Through case studies and applied projects, students are called upon to identify accessibility issues and propose evidence-based improvement solutions, linking theory with practice. The course highlights the strategic dimension of accessibility in tourism as an element of social responsibility, innovation, and sustainable development.

🎯 Learning Outcomes

• Understand universal design and inclusive design principles.
• Recognize international accessibility standards (WCAG).
• Analyze the relationship between accessibility, customer experience, and brand value.
• Understand the regulatory framework (EU accessibility directives).
• Design accessible digital tourism experiences.
• Perform accessibility audits on websites/apps.
• Create inclusive user journeys.
• Develop service improvement proposals.
• Integrate inclusion into tourism organization strategies.
• Combine technology, experience, and social responsibility.
• Make decisions based on data and diverse user needs.

📖 Course Content

The course examines Alternative and Special Forms of Tourism within the broader context of digital transformation in the tourism sector. The transition from mass development models to sustainable, authentic, and thematic models is analyzed as a response to overtourism, environmental pressures, and changing expectations of modern travelers. Theoretical foundations and key forms are presented (cultural, agritourism, gastronomy, religious, health/wellness, hiking, sports), emphasizing differentiation, sustainability, and their role in regional development. Digital transformation is approached as a strategic driver for redesigning alternative forms, enabling new types of experience, connectivity, and added value. Special emphasis is placed on strategic marketing of Alternative Forms of Tourism in a digitally mediated environment. Specialized market segmentation, consumer behavior analysis, value proposition formulation, and thematic product positioning are examined alongside modern digital marketing tools. Branding, storytelling, and experience strategies are analyzed, as well as leveraging social networks, communities, platforms, and e-commerce for targeted niche market promotion. Digital transformation is treated not merely as a technological upgrade, but as a holistic restructuring of how alternative tourism products are designed, communicated, and distributed. Concurrently, the course highlights the role of digital innovation in creating sustainable and competitive alternative tourism ecosystems. Data utilization, experience personalization, digital distribution channels, and smart platforms support the differentiation of small providers and local communities, enhancing authenticity and regional growth. Through case studies and applied strategic plan development, students are called to synthesize theory, marketing, and digital transformation, formulating comprehensive proposals to strengthen innovative alternative forms of tourism in a globalized and digitally changing environment.

🎯 Learning Outcomes

• Critically analyze fundamental concepts, theoretical approaches, and research schools governing alternative and special interest tourism internationally.
• Evaluate the impacts of mass tourism (overtourism, carrying capacity, environmental degradation) and substantiate the need to transition to sustainable, authentic, and thematic development models.
• Interpret modern demand trends for authentic, experiential, and quality experiences and correlate them with the new framework of responsible and gentle tourism.
• Design comprehensive strategies for developing, organizing, and promoting alternative tourism products, leveraging both traditional and digital distribution and communication channels.
• Apply market analysis and consumer behavior tools to formulate differentiated thematic tourism packages.
• Integrate digital technologies (e-commerce, social media, mobile, data analytics) into the design and commercial utilization of alternative forms of tourism.
• Develop and evaluate business ideas in alternative tourism based on sustainability, local authenticity, and economic feasibility.
• Manage complex alternative tourism development plans under uncertainty, making evidence-based strategic decisions.
• Synthesize theoretical and empirical approaches to formulate policies and interventions that enhance regional development through gentle and sustainable tourism forms.
• Critically evaluate international and Greek case studies and formulate improvement proposals focusing on innovation and sustainable development.

📖 Course Content

The course examines the role of international digital platforms in modern tourism and their transformative impact on market structure, competition, and business models. Key platform categories are analyzed, such as online travel agencies (OTAs), marketplaces, review platforms, and sharing economy platforms, with an emphasis on concepts such as network effects, platform power, and data comparative advantage. Particular emphasis is placed on how platforms shape consumer and firm behavior, as well as dependency or disintermediation strategies of tourism enterprises and destinations. Simultaneously, the course examines foreign investments in tourism, analyzing destination and firm attractiveness criteria, the role of digital maturity and data in investment decision-making, and arising regulatory and competitive issues. Through case studies of international platforms (Booking, Airbnb, TripAdvisor), students develop the ability to evaluate strategic market impacts, identify opportunities and risks, and formulate evidence-based policy and business strategy proposals.

🎯 Learning Outcomes

• Understand the role of digital platforms in tourism (OTAs, marketplaces, sharing economy).
• Analyze concepts such as network effects, platform power, and data advantage.
• Understand foreign investment dynamics in tourism.
• Interpret regulatory and competitive frameworks.
• Analyze strategic platform ecosystems.
• Evaluate investment opportunities in tourism destinations.
• Execute case analysis (Booking, Airbnb, TripAdvisor).
• Formulate strategies for partnership or reducing platform dependency.
• Link digital maturity with investment attractiveness.
• Make strategic decisions in a platform economy environment.
• Develop policies and strategies for destinations and enterprises.

📖 Course Content

The course introduces students to principles of scientific research design and the development of a research proposal for the Master's Thesis. Initially, core concepts of scientific research, stages of the research process, and research problem formulation are presented. The development of research questions and working hypotheses is examined, alongside the importance of literature review in shaping a theoretical framework. Subsequently, key methodological approaches used in social sciences are analyzed, such as quantitative and qualitative research, as well as data collection tools like questionnaires, interviews, and case studies. Issues of sampling, validity, and reliability are also presented, alongside basic principles of data analysis. Finally, students are guided in drafting a comprehensive research proposal for their Master's Thesis, including the research problem, theoretical framework, data collection and analysis methodology, and an indicative implementation timeline.

🎯 Learning Outcomes

• Understand the scientific research design process in social sciences, particularly in tourism and business administration.
• Formulate a clear research problem and develop research questions or working hypotheses.
• Conduct a systematic review of international scientific literature.
• Select appropriate quantitative or qualitative research methods.
• Design data collection tools such as questionnaires or interview guides.
• Evaluate methodological validity and reliability of a research approach.
• Develop a comprehensive research proposal for the Master's Thesis.
• Present and scientifically defend a research idea.

📖 Course Content

The Master's Thesis represents the culmination of the learning process in the MSc program and aims at in-depth investigation of a specialized topic in digital transformation and innovation in tourism. The thesis builds upon the research proposal developed in the "Research Design & Thesis Seminar" and involves its full development and implementation. The Master's Thesis can be: i) empirical research (quantitative, qualitative, or mixed), ii) applied project (case study, business analysis, data-driven project), or iii) strategic/consulting study. The thesis includes: i) clear formulation of the research problem, ii) literature review, iii) methodology, iv) data analysis, v) presentation of results, and vi) conclusions and recommendations.

🎯 Learning Outcomes

• Understand in depth a specialized topic in digital transformation and innovation in tourism.
• Know advanced research methodologies.
• Understand the link between theory and practice in the tourism sector.
• Formulate research questions and hypotheses.
• Design and execute research projects (quantitative, qualitative, or mixed).
• Analyze data and draw evidence-based conclusions.
• Draft a comprehensive academic text.
• Present results clearly with scientific documentation.
• Synthesize knowledge from different scientific fields.
• Make evidence-based decisions.
• Develop innovative solutions to real-world tourism problems.
• Apply critical thinking and research autonomy.