1. Introduction to Big Data and Tourism
   Definition and characteristics of Big Data (The 7 Vs).
   Importance of Big Data in the tourism sector.
2. Technological Foundations
   Big Data architectures: Hadoop, Spark, and other distributed systems.
   Relational and non-relational databases (SQL vs NoSQL).
   Cloud storage platforms.
3. Data Sources in Tourism
   Data generated by reservations (GDS, OTAs).
   Social media data (sentiment analysis, trends).
   Mobility and transportation data (GPS, apps).
4. Data Analysis Techniques
   Data cleaning and preprocessing.
   Descriptive and predictive analysis.
   Data visualization.
   Use of Machine Learning for tourism demand forecasting.
5. Big Data for Decision-Making
   Personalization of the customer experience.
   Market trend and behavior analysis.
   Sustainable destination management using Big Data.
   Case studies.
6. Practical Project
   Development of an applied Big Data project

1. Hospitality Service
   1.1 Concept of hotel service
   1.2 Service characteristics
2. History of the hospitality industry
   2.1. The historical evolution of hospitality
   2.2.Evolution of Hospitality Industry in Portugal
3. Lodging establishments
   3.1. Classification and characteristics of lodging establishments
   3.2. Local Lodging
4. Lodging industry
   4.1 Management Models
   4.2 Strategic operations
5. Organization and functionality of hotel industry
   5.1. Structural organization
   5.2. Organizational functions
6. New general principles of Hotel management

1. Restaurant and catering establishments
   1.1 Definition and concepts
   1.2 Different types of catering establishments
   1.3 Different types of catering
2. The restaurant and catering market
   2.1 Commercial and social catering
   2.2 Traditional and alternative catering
3. Setting up a restaurant and/or catering unit
   3.1 General conditions for carrying out the service
   3.2 Infrastructure
   3.3 Layout and characterization of equipment
   3.4 Definition, types and planning of maintenance
4. Kitchen service
   4.1 The kitchen brigade
   4.2 Kitchen bases

1. Introduction to Digital Marketing and Communication and Emerging Trends
2. Digital Communication Strategies
3. Digital Platforms and Tools (SEO, Social Media, Online Advertising, and Email Marketing)
4. Campaign Planning
5. Analysis of Results, Metrics, and KPIs

1. Digital Law
   1.1. Notion of Law
   1.2. Rights in the digital age
2. Legal Protection of Personal Data
   2.1 Fundamental Principles and basic concepts
   2.2. Types of Personal Data
   2.3 Lawfulness in the processing of Personal Data
   2.3 Rights of the Personal Data Holder
   2.4 Control Authority
   2.5 Administrative offense sanctioning regime
3. E-commerce
   3.1 Electronic Contracting
   3.2 Consumers and contracts concluded remotely
   3.3 Digital platforms
4. Intellectual Property
   4.1. Copyright in the Information Society
   4.1.1. Basic concept: Copyright and Related Rights
   4.1.2 Copyright Content
   4.1.3 Type of works
   4.1.4 Protection of Copyright
   4.1.5 Challenges to the protection of Copyright in the information society
   4.2. Industrial Property: legal protection of brands
5. Digital Law in Tourism
   5.1 Dematerialization of licensing processes
   5.2 Dematerialized legal obligations

1. Introduction to Information Systems in Tourism
   Understanding the importance of information systems in the management and operation of tourism businesses.
2. Collaborative Tools
   Understanding the role of collaborative tools in team communication and productivity in the tourism sector.
   Identifying and using collaborative platforms for project management and information sharing.
   Applying best practices in the use of these tools to optimize work processes.
3. Remote Work and Team Management Tools
   Exploring the challenges and opportunities of remote work in the tourism sector.
   Using digital tools for the coordination and efficient management of hybrid teams.
   Developing skills in the use of communication and organization platforms for remote work.
4. Content Management Systems
   Exploring content management systems (CMS) for the creation and administration of websites

1. Mobile Technologies in Tourism
2. Emerging Technologies
   Key Mobile Technologies
3. Opportunities of Mobile Technologies in Tourism
4. Mobile Applications in Tourism
5. Development and Implementation of Mobile Application Prototypes
   Learning the Fundamentals of Mobile Application Development
   Interface Design
   User Experience
   Prototyping
   Low-Code Technologies

1. Fundamentals of Audiovisual Production
   Evolution of Audiovisual Media
   Differences between Video and Audio Production
2. Fundamentals of Video Editing
   Editing Tools
   Montage and Storyboarding
3. Fundamentals of Audio Editing
   Introduction to Digital Audio
   Audio Editing Techniques
4. Concepts of Audiovisual Narrative
   Importance of Video and Audio Editing in Storytelling
   Editing Techniques Focused on Audiovisual Narrative
5. Export Formats
   Video and Audio Formats

1. Introduction to Artificial Intelligence:
   Introductory concepts of AI.
   AI applications in different sectors.
   Ethics and challenges of AI in tourism.
2. Key Technologies:
   Machine Learning.
   Natural Language Processing.
   Computer Vision.
   Generative AI.
3. AI Applications in Tourism:
   Personalizing the Customer Experience:
   Recommendation systems.
   Chatbots and virtual assistants.
   Optimizing Operations:
   Dynamic pricing management.
   Route and logistics optimization.
   Predictive Analysis:
   Demand forecasting.
   Fraud detection.
4. Challenges and Opportunities:
   Data privacy and security.
   AI’s impact on employment.
   Sustainability and tourism.

1. Fundamental Concepts
   Secure functioning of the Internet
   Fundamental concepts of information security
   Types and attack vectors
   Types of vulnerabilities and exploitation techniques
2. Security Mechanisms and Services
   Fundamentals of Cryptography
   CIA Model (Confidentiality, Integrity, Availability)
   Authentication, authorization, and access control
   Functioning of IDS (Intrusion Detection Systems), VPNs, and Firewalls
3. Risk Management
   Practical notions of risk analysis
   Incident management
   Business continuity planning
4. Legislation and Standards
   GDPR, NIS2
   International information security standards
   Main entities governing cyberspace
5. Cloud Security
   Cloud service models (IaaS, PaaS, SaaS)
   Cloud security topics
6. Network Security
   Fundamental concepts of network security
   Wireless network security
   Mobile device security
7. Cyber Awareness
   Best practices for individual and corporate protection
   Social engineering attacks
8. Artificial Intelligence and Cybersecurity

1. Basic Management Concepts
   1.1 Introduction to Management
   1.2 Typical Business Models in the Tourism Sector
   1.3 Planning and Strategy
   1.4 Organization and Organizational Structure
   1.5 Basic Financial Management
2. Entrepreneurship
   2.1 Concept and Evolution
   2.2 Types of Entrepreneurship
   2.3 Entrepreneur Profile
   2.4 Characterization of the Entrepreneurial Spirit in Tourism
3. Innovation
   3.1 Concept
   3.2 Types and Classifications of Innovation
   3.3 Innovation vs. Differentiation
4. The Entrepreneurial Process – Business Ideas and Opportunity Identification
5. Business Opportunity Analysis and Evaluation
6. Building the CANVAS Business Model Applied to Tourism
   6.1 Design
   6.2 Strategy
   6.3 Process
7. Presentation, Discussion, and Validation of Business Concepts

1. Concepts and Evolution
2. Research and Case Study Analysis
3. Interactivity and Usability (UX/UI) in Experience Design
4. No-Code/Low-Code Tools and AI Resources for Simulating Virtual Environments
5. Design and Prototyping of Virtual Experiences

1. Definition of narrative and Storytelling
2. Storytelling Elements and Techniques
3. Definition of Visual Cultural
4. Visual Culture and its importance in promoting tourist destinations.
5. Application of narratives and Storytelling in the digital world in tourism contexts.
6. Innovation and creativity processes using Infographics and Design Thinking.

1. The Sustainable Development Goals (SDGs) and the sustainable tourism indicators of the Global Sustainable Tourism Council (GSTC).
2. The use of Big Data systems in the analysis of socio-economic and environmental tourism data.
3. Analysis of tourist flows based on digital tracking systems: GPS devices, GPS in applications, mobile networks, social networks, WiFi,
   and tourism market operations (electronic payments).
4. Calculation of carbon and water footprints in various tourism activities.
5. The use of digital tools to monitor best practices in tourism activities.

1. Introduction to the Digital Economy
2. Business models in the Digital Era
3. Creating Digital Businesses in Tourism
4. Collaborative Economy and Tourism
5. Digital Business Financing.

The course unit is based on the accumulation of learning experiences throughout the year, offering flexibility for students to choose activities that align with their interests and professional goals.

Activities to be considered:

1. Open Lectures and Conferences
2. Workshops and Practical Sessions
3. Elective Micro-credentials and Short Courses
4. Participation in Congresses or Scientific Events
5. Seminars organized by the master’s program and other entities
6. Research Projects
7. Volunteer Programs or Relevant Extracurricular Projects
8. Other activities

1. Introductory Concepts
   Main business processes in Tourism
   Process Digitalization: Concepts of digitization, digitalization, and digital transformation
   The importance of Technological Leaps
   What is Digital Transformation?
   How to implement a culture of Digital Transformation
   Seeking competitive advantages
2. Smart Cities
   Definition of Smart Cities
   Dimensions of Smart Cities
   Characteristics of Smart Cities
   Case Studies
3. Tourism 4.0/5.0
   Introductory concepts
   Digital Online Tourist Identity (DOTI)
   Collaboration Impact Token (CIT)
   Case Studies
4. Smart Tourism
5. Blockchain in Tourism
6. Virtual and Augmented Reality in Tourism

1. Fundamentals of the Smart Tourist Destinations model
2. Planning and development of smart tourist destinations
3. Sustainability in smart tourist destinations
4. Strategic Management and Competitiveness of Smart Tourist Destinations
5. Application of territorial brands in Smart Tourist Destinations
6. Marketing and Branding applied to Smart Tourist Destinations
7. Image and promotion of smart tourist destinations
8. Intelligence and digital transformation for tourism and culture organizations and institutions
9. Computer solutions, new technologies and Computer Systems of Tourist Intelligence for smart tourist destinations
10. Standards, references and technical specifications for the implementation of intelligent security systems management of tourist destinations
11. Entrepreneurship and Innovation in Smart Tourist Destinations
12. Research and knowledge on Smart Tourist Destinations

1. The market and consumption – basic concepts
2. The consumer as a rational agent and the psychological structures of behavior
3. Market segmentation in tourism
4. Explanatory variables: sociological and cultural factors
5. The decision-making process in purchases
6. Operationalization of tools for analyzing consumer behavior in a digital context

Internship

Project

Part 1:

1. Preparation of the Written Work:
   1.1. Theoretical Framework
   1.2. Definition of Methodology
   1.3. Types of Sources and Data Collection
   1.4. Report Formatting and Content
   Part 2:
2. Execution of the Work and Writing of the Final Report
3. Preparation for an Oral Presentation

Free Option

The optional elective curricular units must be selected from among the curricular units offered across all ESTM degree programmes and made available for this purpose, under the guidance of the higher education institution.