Successful candidates will during the two year programme have gained appropriate knowledge in tourism as an industry and as a social phenomenon, insight into the intersection of production, marketing and consumption, as well as society, culture, and nature. The programme places particular emphasis on how nature and culture can be used by a responsible industry. It builds on theories of marketing, event management, sociology, geography, and anthropology. The programme also focuses on gender perspectives and gender equality.
The programme provides a scientific understanding of travel and tourism which is to be implemented in a master thesis. It also emphasises research ethics and the development of analytical, critical thinking.