eLearning in Tourism and Hospitality:
               a Map
                         Lorenzo Cantoni, Nadzeya Kalbaska, Ale...
Sunday, March 21, 2010
Background




            • Training: a critical success factor (Boisevert)
            • No research found on the Touris...
Aims




   • Identify
   • Group
   • Describe




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

Sunda...
Results




                         Criterion?




Sunday, March 21, 2010
Results




                         Provider




Sunday, March 21, 2010
Results




                         Provider




Sunday, March 21, 2010
Results




                         Provider




Sunday, March 21, 2010
Results




                         Provider




Sunday, March 21, 2010
Results




                         Provider




 Classification of online courses in the tourism domain

Sunday, March 21...
Results




    Frequencies

                                              Corporate
                         Academic    ...
Conclusions




           • eLearning courses in the field have been
               identified
           • A first - ever -...
Future Investigations




                                   Two main directions:
                         • Different str...
eLearning Offers by
                         Destination Management
                              Organizations
          ...
DMOs


                                              Corporate
                         Academic               10%
       ...
Sunday, March 21, 2010
Role and Relationship


                                 B2C
                DMOs                           Tourists




 ...
Aims


     How many

     Who

     What

     Why



Sunday, March 21, 2010
Methods


          •Multiple Case Study  research
          •National DMOs ∈       UN members (192)
          •Participat...
Matrix
                                    People




                         Contents            Methods &
             ...
Results




Sunday, March 21, 2010
Results




                         37 (out of 192)

                             19.3%




Sunday, March 21, 2010
Results




                         Europe
                           11
                         (29.7%)




Sunday, Mar...
Results




                         America
                           10
                         (27.0%)

Sunday, March...
Results


                          Africa
                            7
                         (18.9%)




Sunday, Marc...
Results




                           Asia
                            7
                         (18.9%)



Sunday, Marc...
Results




                         Oceania
                            2
                         (5.4%)

Sunday, March ...
Time




                     Avg. 4.5 hs




Sunday, March 21, 2010
People




                         Users:   TAs / TOs




Sunday, March 21, 2010
People

                         Providers


              DMO (4)                Companies (5)
                          ...
Content




              General info: all




Sunday, March 21, 2010
Content




                         History, Culture, Tradition: 36
                                    (97.3%)




Sunda...
Content




          Accomodation &
           Transportation:
                 35
              (94.6%)




Sunday, Marc...
Content




                         Selling Tips: 26
                             (70.3%)

Sunday, March 21, 2010
Content




  Itinerary Planning: 13 (35.1%)
Sunday, March 21, 2010
M&S - Tools




                         All

Sunday, March 21, 2010
M&S - Tools




                         13 (35.1%)




Sunday, March 21, 2010
M&S - Tools




                         13 (35.1%)

Sunday, March 21, 2010
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%)


Sunday, March 21, 2010
M&S - Tools




                         Storytelling




Sunday, March 21, 2010
M&S - Evaluation



              Certificates: 17 (45.9%)

              Tests: all




Sunday, March 21, 2010
Benefits

                         Destinations:
                           • increase sells
                           • d...
Future Research


                         On the side of the Learners:

                                   How?
         ...
Future Research




               DMOs: Global impact on selling their destination?
Sunday, March 21, 2010
Future Research

                         Instructional Design




Sunday, March 21, 2010
Thank You
                         Sara Vannini




Sunday, March 21, 2010
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eLearning in Tourism

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authors of the articles: Lorenzo Cantoni, Nadzeya Kalbaska, Alessandro Inversini.

Presentation at PhD session at NewMinE Lab, USI, Lugano.

Published in: Education, Technology
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eLearning in Tourism

  1. 1. eLearning in Tourism and Hospitality: a Map Lorenzo Cantoni, Nadzeya Kalbaska, Alessandro Inversini a presentation by Sara Vannini Sunday, March 21, 2010
  2. 2. Sunday, March 21, 2010
  3. 3. Background • Training: a critical success factor (Boisevert) • No research found on the Tourism subject within the eLearning field Sunday, March 21, 2010
  4. 4. Aims • Identify • Group • Describe Sunday, March 21, 2010
  5. 5. Methods Multiple case study approach Sunday, March 21, 2010
  6. 6. Methods Multiple case study approach Sunday, March 21, 2010
  7. 7. Methods Multiple case study approach Sunday, March 21, 2010
  8. 8. Methods Multiple case study approach 300 unique results Sunday, March 21, 2010
  9. 9. Results Criterion? Sunday, March 21, 2010
  10. 10. Results Provider Sunday, March 21, 2010
  11. 11. Results Provider Sunday, March 21, 2010
  12. 12. Results Provider Sunday, March 21, 2010
  13. 13. Results Provider Sunday, March 21, 2010
  14. 14. Results Provider Classification of online courses in the tourism domain Sunday, March 21, 2010
  15. 15. Results Frequencies Corporate Academic 10% 38% DMO 13% Independent 39% Sunday, March 21, 2010
  16. 16. 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...) Sunday, March 21, 2010
  17. 17. 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
  18. 18. eLearning Offers by Destination Management Organizations Lorenzo Cantoni, Nadzeya Kalbaska a presentation by Sara Vannini Sunday, March 21, 2010
  19. 19. DMOs Corporate Academic 10% 38% DMO 13% Independent 39% Sunday, March 21, 2010
  20. 20. Sunday, March 21, 2010
  21. 21. Role and Relationship B2C DMOs Tourists B2B B2C TOs/TAs Sunday, March 21, 2010
  22. 22. Aims How many Who What Why Sunday, March 21, 2010
  23. 23. Methods •Multiple Case Study research •National DMOs ∈ UN members (192) •Participation to the courses •Matrix for the analysis Sunday, March 21, 2010
  24. 24. Matrix People Contents Methods & Strategies Sunday, March 21, 2010
  25. 25. Results Sunday, March 21, 2010
  26. 26. Results 37 (out of 192) 19.3% Sunday, March 21, 2010
  27. 27. Results Europe 11 (29.7%) Sunday, March 21, 2010
  28. 28. Results America 10 (27.0%) Sunday, March 21, 2010
  29. 29. Results Africa 7 (18.9%) Sunday, March 21, 2010
  30. 30. Results Asia 7 (18.9%) Sunday, March 21, 2010
  31. 31. Results Oceania 2 (5.4%) Sunday, March 21, 2010
  32. 32. Time Avg. 4.5 hs Sunday, March 21, 2010
  33. 33. People Users: TAs / TOs Sunday, March 21, 2010
  34. 34. People Providers DMO (4) Companies (5) TravelUni (16) TA Academy (8) Destination Ventures (3) The Travel Institute (3) Online Traveling Training (3) Sunday, March 21, 2010
  35. 35. Content General info: all Sunday, March 21, 2010
  36. 36. Content History, Culture, Tradition: 36 (97.3%) Sunday, March 21, 2010
  37. 37. Content Accomodation & Transportation: 35 (94.6%) Sunday, March 21, 2010
  38. 38. Content Selling Tips: 26 (70.3%) Sunday, March 21, 2010
  39. 39. Content Itinerary Planning: 13 (35.1%) Sunday, March 21, 2010
  40. 40. M&S - Tools All Sunday, March 21, 2010
  41. 41. M&S - Tools 13 (35.1%) Sunday, March 21, 2010
  42. 42. M&S - Tools 13 (35.1%) Sunday, March 21, 2010
  43. 43. M&S - Tools 12 (32.4%) Sunday, March 21, 2010
  44. 44. M&S - Tools 8 (21.6%) Sunday, March 21, 2010
  45. 45. M&S - Tools 5 (13.5%) Sunday, March 21, 2010
  46. 46. M&S - Tools Storytelling Sunday, March 21, 2010
  47. 47. M&S - Evaluation Certificates: 17 (45.9%) Tests: all Sunday, March 21, 2010
  48. 48. Benefits Destinations: • increase sells • decrease training costs TAs/TOs • Sales • Marketing • Personal Sunday, March 21, 2010
  49. 49. Future Research On the side of the Learners: How? How much? What? Sunday, March 21, 2010
  50. 50. Future Research DMOs: Global impact on selling their destination? Sunday, March 21, 2010
  51. 51. Future Research Instructional Design Sunday, March 21, 2010
  52. 52. Thank You Sara Vannini Sunday, March 21, 2010

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