eLearning in Travel & Tourism

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IFITT Finland Invited Speech (20/11/2013)

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eLearning in Travel & Tourism

  1. 1. eLearning in Travel & Tourism Dr. Alessandro Inversini School of Tourism Bournemouth University Dr. Alessandro Inversini linkedin.com/in/inversini @beanbol beanbol.com ainversini@bournemouth.ac.uk www.bournemouth.ac.uk 1
  2. 2. Why eLearning? www.bournemouth.ac.uk 2
  3. 3. Travel and Tourism Sector In-­‐presence   training   is   a   cri-cal   success   factor   for  the  industry  but  due  to:         skills   shortages;   staff   turnover;   SMEs;   globally   dispersed   mul-   units   firms;   informa-on   intensive   domain   (Bolin   &   Greenwood,   2003;   HEFCE,   1998;   Buhalis,   1998;   Gretzel,   et   al,   2000;  Sheldon,  1997;  Baum  and  Sigala,  2002)…     It   is   considered   to   be   a   cost   rather   than   an   investment   +   %me   consuming   (Baum,   2002;   Buhalis,  1999;  Collins,  et  al  ,  2003). www.bournemouth.ac.uk 3
  4. 4. eLearning Offer T&T Cantoni  L.,  Kalbaska  N.,  Inversini  A.  (2009).  eLearning  in  Tourism  and  Hospitality:  A  Map  .  JoHLSTE  -­‐  Journal  of   Hospitality,  Leisure,  Sport  &  Tourism  Educa-on,  8/2,  pp.  148-­‐156  .     www.bournemouth.ac.uk 4
  5. 5. Example 1 DMO eLearning courses More Information: nadzeya.kalbaska@usi.ch www.bournemouth.ac.uk 5
  6. 6. National eLearning Courses •  •  •  •  •  •  •  •  •  Main public: Travel Agents/Travel consultants Main providers: DMOs, Travel UNI, Travel Agent Academy, Destination Ventures, The Travel Institute, Online Travel Training; all registered in UK/USA Contents: info about Destination (Geographical position, Demographics, Languages Spoken, etc.); History and Culture, Accommodation and Transportation; Formalities; Itinerary Planning; Selling tips Methods and strategies: text, video, glossary, suggested websites, interactive map Limited interaction with other travel agents and tutors; At the end courses: possibility to get an officially recognized certificate Time frame: from 40’ Mauritius Training Course to 25 -30 hours Explore New Zealand (average: 4-5 hours) Costs: Free of charge for travel agents, sponsored by a DMO Examples: Austria Expert Program, Oman Academy, Explore New Zealand Kalbaska,  2012   www.bournemouth.ac.uk 6
  7. 7. Benchmarking  study  –  autumn  2012   Cantoni  and  Kalbaska,  2010   Kalbaska  and  Cantoni,  2011   www.bournemouth.ac.uk 7 Preliminary  benchmarking  –  autumn  2009                
  8. 8. ç Ticino Switzerland Travel Specialist course (TSTS) www.bournemouth.ac.uk 8
  9. 9. TSTS Course About Ticino Ticino Population = 350’000 2.5 million overnight stays per year 58% domestic travel average lengh of stay 3 days The course Five Modules English, about 1.30 hours study time Exam consists of 10 questions 576 travel professionals subscribed 254 travel professionals certified Adukaite, Kalbaska and Cantoni, 2013 www.bournemouth.ac.uk 9
  10. 10. 65% of the respondents sold more trips to Ticino destination Adukaite, Kalbaska and Cantoni, 2013 www.bournemouth.ac.uk 10
  11. 11. Example 2 Developing Tourism Knowledge, Skills & Attitude www.bournemouth.ac.uk More Information: ainversini@bournemouth.ac.uk 11
  12. 12. The project aims at developing and testing a set of tools and innovative models for facilitating the development of sustainable tourism in rural areas, specifically in mountainous regions, by fostering a community consultation process, and for training selected opinion leaders to act as multipliers in enhancing community tourism planning via training existing and new local tourism operators, with various degrees of experience, professional and educational background. Where are we? •  •  •  •  Situation Analysis Definition of the Competencies Definition of the Pedagogical Model Delivery of the course (WP2 & WP3) www.bournemouth.ac.uk 12
  13. 13. n= 434 What do RT businesses need? Knowledge: ICT, Quality management, PR and promotion Skills: Customer Services, Communication, Language Attitude: Hospitality, Creativity, Innovation, Entrepreneurship www.bournemouth.ac.uk 13
  14. 14. Final  sample:  91  ar%cles  and  9  books   www.bournemouth.ac.uk 14
  15. 15. Transversal Module Cultural & Natural Heritage Entrepreneur ship Hospitality Management Marketing Community Consultation Knowledge Attitude Attitude Skills Skills Knowledge Technologies www.bournemouth.ac.uk 15
  16. 16. The 1st meeting F2F will be used to introduce the module and to watch the video with the participants. A discussion will follow about the expected outcome of the module. Each module will have three practical case study (real or fake) which will lead to a series of “rules or principles” and action points. Participants will have the possibility of further explore the topic by reading online resources. Meeting F2F Video Presentation Learning Objectives Script Newspaper Article 1 Actions + Links Evaluation Script Case studies will be in form of newspaper articles with images and not scientific language. A maximum of 3 pages per article is foreseen. A maximum of 5 “rules and principles” for each article is foreseen Newspaper Article 1 After each case study there will be an open questions formative evaluation. Newspaper Article 1 The 2nd F2F meeting will be devoted to the creation of the networked ideas. The results of the group work will be uploaded in the transversal module. www.bournemouth.ac.uk Actions + Links Evaluation Script Actions + Links Evaluation Meeting F2F 16
  17. 17. Example 3 IFITT Knowledge bank www.bournemouth.ac.uk More Information: Matthias.Fuchs@miun.se 17
  18. 18. IFITT Knowledge bank Generation and dissemination of knowledge on Tourism and Technology •  The IFITT Digital Knowledge Bank supports this challenge around life-long learning by •  IFITT e-Tourism Curriculum •  IFITT e-Tourism Wikipedia •  IFITT e-Tourism Digital Library www.bournemouth.ac.uk 18
  19. 19. IFITT eTourism Curriculum n  Comprehensive base of unique lecturing material •  > 800 Power Point slides (reference-based) •  Scripts and reference lists for further readings •  Up-to date case studies •  Open Resource www.ifitt.org/home/view/the_ifitt_eTourism_curriculum •  Up-dated and extended according to technological developments n  Major content areas •  ICT and Tourism - Introduction ó Basic ICT usage scenarios and technologies in the tourism domain •  ICT Usage in Tourism – Overview and Case Studies ó Interfaces, suppliers, intermediaries, destination management organisations •  Trends and Technical Applications ó Social media, Semantic web, Software Agents, Recommender Systems, Dynamic Packaging, Mobile, Online auctions, BI www.bournemouth.ac.uk 19
  20. 20. IFITT eTourism Wikipedia n  Theme-specific Wikipedia on 40 core topics of e-Tourism l  E-Tourism scholars deliver Wiki contributions in their field of expertise www.bournemouth.ac.uk 20
  21. 21. Prof. F. Ricci) www.bournemouth.ac.uk 21
  22. 22. IFITT Digital Library n  Parameterized search mechanism at IFITT portal for abstracts and bibliographical data from research resources in field of e-tourism l  ENTER proceedings Information and Communication Technologies in Tourism Springer: 2003-2013 l  Journal of Information Technology & Tourism Cognizant/Springer: 1998-2012 www.bournemouth.ac.uk 22
  23. 23. www.bournemouth.ac.uk 23
  24. 24. www.bournemouth.ac.uk 24
  25. 25. http://youtu.be/7vsCAM17O-M www.bournemouth.ac.uk 25

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