Master’s Degree Program

From Dialogue to Graduate Learning: Connecting Urban Tourism Challenges to Research and Management

The “Surat Next Chapter” dialogue bridges real-world tourism challenges with graduate-level learning in Tourism and Service Business Management.

The International School of Tourism, Suratthani Rajabhat University, organized the dialogue “Transforming Surat Thani Through Tourism: The New Era of Tourism and Service Business” to connect tourism and service knowledge with real urban development challenges. The event also reflects the learning approach of the Master of Arts Program in Tourism and Service Business Management, which aims to develop professional leaders for the evolving tourism and service industry.

The program emphasizes equipping students with the ability to understand industry changes, analyze real-world contexts, and develop tourism and service businesses based on local resources and sustainable development principles.

This dialogue served not only as a platform for discussion, but also as a bridge between “urban challenges” and “graduate-level learning,” enabling participants to explore sustainable tourism directions, industry needs, and research opportunities grounded in real contexts.

Outcomes: From Dialogue to Research and Academic Development

The dialogue highlighted key directions for the development of Surat Thani as a tourism city, including strategic planning, community transformation, and the future of the tourism and service industries.

Insights from representatives of government, private sector, and academia contributed to knowledge that can be directly applied to academic development, particularly in transforming “urban challenges” into meaningful “research questions” that benefit local communities and industries.

Clear Direction for Tourism Development Perspectives from policymakers and practitioners provided valuable insights into sustainable city development.

From Ideas to Research Discussions were translated into research topics aligned with real tourism and service contexts.

Strengthened Collaboration Connections were established between the university, public agencies, and private sector partners.

Advancing Graduate Learning Through Real-World Context

The outcomes of this dialogue reinforce the role of the Master’s program in integrating academic knowledge with practical application. Real-world situations are used as a foundation for developing students’ analytical and managerial capabilities in tourism and service industries.

Students gain opportunities to learn from real case studies, understand industry contexts, and apply knowledge to planning, management, and business development aligned with evolving global trends.

The “Surat Next Chapter” dialogue exemplifies how academic institutions can connect education, research, and community engagement, enhancing the value of graduate education while contributing to sustainable tourism development in Surat Thani.