elearning in tourism
DESCRIPTION
authors of the articles: Lorenzo Cantoni, Nadzeya Kalbaska, Alessandro Inversini. Presentation at PhD session at NewMinE Lab, USI, Lugano.TRANSCRIPT
eLearning in Tourism and Hospitality: a Map
Lorenzo Cantoni, Nadzeya Kalbaska, Alessandro Inversini
a presentation by Sara Vannini
Sunday, March 21, 2010
Sunday, March 21, 2010
Background
• Training: a critical success factor (Boisevert)
• No research found on the Tourism subject within the eLearning field
Sunday, March 21, 2010
• Identify
• Group
• Describe
Aims
Sunday, March 21, 2010
Methods
Multiple case study approach
Sunday, March 21, 2010
Methods
Multiple case study approach
Sunday, March 21, 2010
Methods
Multiple case study approach
Sunday, March 21, 2010
Methods
Multiple case study approach
300 unique results
Sunday, March 21, 2010
Results
Criterion?
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Results
Provider
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Results
Provider
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Results
Provider
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Results
Provider
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Results
Provider
Classification of online courses in the tourism domain
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Results
Independent39%
DMO13%
Corporate10%Academic
38%
Frequencies
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Conclusions
• eLearning courses in the field have been identified
• A first - ever - Map has been sketched (collecting cases, providing a classification)
• Aims have been highlighted (but there is still a lot to research...)
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Future Investigations
Two main directions:
• Different strategies(surveys approach for the Corporate area, qualitative research on DMOs, Academic)
• Double dimension analysis(vertically on learners, horizontally on technologies)
Sunday, March 21, 2010
eLearning Offers by Destination Management
OrganizationsLorenzo Cantoni, Nadzeya Kalbaska
a presentation by Sara Vannini
Sunday, March 21, 2010
DMOs
Independent39%
DMO13%
Corporate10%Academic
38%
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Sunday, March 21, 2010
Role and Relationship
DMOs Tourists
TOs/TAs
B2C
B2CB2B
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How many
Who
What
Why
Aims
Sunday, March 21, 2010
•Multiple Case Study research•National DMOs ∈ UN members (192)•Participation to the courses•Matrix for the analysis
Methods
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People
Contents Methods & Strategies
Matrix
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Results
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Results
37 (out of 192)
19.3%
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Results
Europe11
(29.7%)
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Results
America10
(27.0%)
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Results
Africa7
(18.9%)
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Results
Asia7
(18.9%)
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Results
Oceania2
(5.4%)
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Time
Avg. 4.5 hs
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People
Users: TAs / TOs
Sunday, March 21, 2010
People
Providers
DMO (4) Companies (5)
TravelUni (16)TA Academy (8)Destination Ventures (3)The Travel Institute (3)Online Traveling Training (3)
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Content
General info: all
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Content
History, Culture, Tradition: 36(97.3%)
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Content
Accomodation & Transportation:
35 (94.6%)
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Content
Selling Tips: 26(70.3%)
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Content
Itinerary Planning: 13 (35.1%)
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M&S - Tools
All
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M&S - Tools
13 (35.1%)
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M&S - Tools
13 (35.1%)
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M&S - Tools
12 (32.4%)
Sunday, March 21, 2010
M&S - Tools
8 (21.6%)
Sunday, March 21, 2010
M&S - Tools
5 (13.5%)
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M&S - Tools
Storytelling
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M&S - Evaluation
Certificates: 17 (45.9%)
Tests: all
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Benefits
Destinations:• increase sells• decrease training costs
TAs/TOs• Sales• Marketing• Personal
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Future Research
On the side of the Learners:
How?How much?
What?
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Future Research
DMOs: Global impact on selling their destination?
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Future Research
Instructional Design
Sunday, March 21, 2010
Thank You
Sara Vannini
Sunday, March 21, 2010