Tourism Development and Service Innovation International Exchange Programme

In this module, students tackle a real-world service design project, gaining hands-on experience in solving complex challenges. Working with a practical case (e.g. for Swiss, Switzerland Tourism, SBB, Events), they apply the Service Design Method to address problems systematically and creatively. This module bridges theory and practice, empowering students to develop innovative, user-centered solutions that make a tangible difference.

The module covers strategies to successfully implement solutions in the market or within a company, ensuring that innovative ideas create real value. With a strong focus on practical application (alongside the module 'Applied Service Design'), this module provides the tools and knowledge needed to transform creative concepts into impactful solutions that meet user needs and deliver tangible results.

Structured along the Double Diamond Process, this module explores the four key phases of Discover, Define, Develop, and Deliver. Each phase introduces core concepts and methods of the service design approach, fostering a deep understanding of innovation processes. Building on the foundations laid in the ‘Design Thinking’ module, this specialisation refines skills and prepares participants to apply methods in a practical, real-world context in subsequent modules. A comprehensive journey through the principles of service innovation and design, providing the tools to drive impactful and user-centred change.

This module focuses on the strategic aspects of innovation management, showing how companies can use innovations and resources effectively to create value. It introduces methods for developing forward-thinking strategies and explores how strong organisational structures and effective teams support innovation.

This module empowers students to make evidence-based decisions and apply a data-driven approach to service design. Data Literacy equips future innovators with the ability to analyse, interpret, and use data effectively in real-world scenarios. This module not only strengthens critical decision-making skills but also prepares students to lead in the data-driven landscape of modern service design.

To understand how customers think, feel, and act, qualitative research is essential. These methods explore real-life contexts, provide deep insights into customer behaviour, and help generate new ideas in the service design process. In this module, students will focus on selected qualitative research method, learning how to organize and analyse customer insights effectively. This hands-on approach builds on skills from the Service Design Methods module, helping students deepen their understanding of customer behaviour and refine their research abilities.

Once the students have taken this course, they should know well the benefits of Entrepreneurship and understand the importance of building business plans. Students will be enabled to build any of their business ideas into a comprehensive business plan. The business plan will contain the reflection of their own role as entrepreneurs to build the business and understand the influences of stakeholders within the different stages of development.

In today’s world, customer experiences shape the competition, and Customer Experience Management (CXM) has become the new marketing. With a systematic approach, businesses can gather valuable insights, design better experiences, and continuously improve how they connect with their customers. This approach helps create stronger relationships, increase customer satisfaction, and build loyalty. Managing customer experiences effectively is essential for any company looking to succeed in a competitive market.

Research from behavioural economics and consumer psychology reveals a new way to view customers: they often do not act rationally but instead follow irrational patterns in how they evaluate, judge, and make decisions.

Service Designers in this module learn to consider these patterns to create effective solutions that achieve their goals. At the same time, understanding these behaviours can be used to design better, more customer-friendly services.

Stakeholder management is about creating and maintaining good relationships with key groups like customers, suppliers, employees, managers, authorities, shareholders, and the community. It is a crucial part of ensuring the success of any project or organisation.

In this module, students learn how to identify stakeholders, manage their needs, and communicate effectively. They also develop skills that help to achieve their goals in any service design project.

The overarching goal of the course ‘Applied Leisure Management’ with a focus on mountain railways is to provide students with a comprehensive understanding of managing leisure activities and services, particularly in mountain tourism. The course explores strategies for enhancing the visitor experience in mountain destinations, including the operation and management of mountain railways, resorts, and related attractions. Students will gain insights into the economic, environmental, and operational challenges of leisure management in mountain regions, with a focus on sustainable development and customer satisfaction.

The overarching goal of the course 'Niche Tourism' is to provide students with an in-depth understanding of specialized tourism markets and the strategies needed to develop and manage niche tourism products. The course explores various niche segments such as adventure tourism, eco-tourism, cultural tourism, and wellness tourism, examining their unique characteristics and demand drivers. Students will learn how to create tailored marketing strategies, address the specific needs of niche tourist groups and contribute to the sustainable development of these specialized tourism offerings.

Through the use of theoretical knowledge, students familiarise themselves with the aviation industry from a practical perspective and develop a better understanding of the special features of this sector. Students furthermore learn how companies in the aviation industry are managed.

The overarching goal of the course ‘Cultural Tourism Management’ is to provide students with a comprehensive understanding of how cultural resources and heritage can be effectively managed within the tourism industry. The course focuses on strategies for preserving and promoting cultural sites while balancing the needs of tourists and local communities. Students will develop skills in managing cultural tourism projects, including marketing, sustainability practices, and stakeholder collaboration, to ensure both the economic success and cultural integrity of tourism destinations.

The overarching goal of the course «Leisure Management» with a focus on mountain railways is to provide students with a comprehensive understanding of managing leisure activities and services, particularly in mountain tourism. The course explores strategies for enhancing the visitor experience in mountain destinations, including the operation and management of mountain railways, resorts, and related attractions. Students will gain insights into the economic, environmental, and operational challenges of leisure management in mountain regions, with a focus on sustainable development and customer satisfaction.

The overarching goal of the course ‘Transforming Tourism, Sustainability and Resilience’ is to equip students with the knowledge and skills to integrate sustainable practices into tourism management, building upon their existing understanding of sustainability. Students will deepen here their expertise in sustainable tourism models, engage stakeholders, and implement practices that promote long-term viability and responsible tourism development.

The overarching goal of the course ‘PR and Media’ is to equip students with the skills and knowledge to effectively use public relations and media strategies to promote tourism destinations and businesses. The course covers key aspects of media relations, crisis communication, and the role of digital platforms in shaping public perceptions of tourism offerings. Students will learn how to craft compelling narratives, manage brand reputation, and leverage media channels to attract and engage tourists while fostering sustainable tourism practices.