The document summarizes an eTourism MOOC course offered by Lorenzo Cantoni. It provides details on: - The course structure including 18 videos that are either theory-oriented or practically-oriented, scripts for each video under a Creative Commons license, quizzes, and discussion activities. - Participant demographics showing the course reached learners in 142 countries including 1,817 from 51 developing countries. - Positive feedback was received on the course's corporate social responsibility outreach and its public relations benefits from increased visibility and materials reuse. - Some participants expressed interest in related paid programs or research as a result of the MOOC.

1. eTourism: Communication
Perspectives MOOC
Lorenzo Cantoni
@lorenzocantoni

2. An overview
 18 videos
 half more theory-oriented,
shot in-house
 half more practically-oriented,
en plein aire
 Each video is complemented by a
Script+ (released under Creative
Commons licence)
 Each video has related Quizzes
 Additional materials have been made available
 Discussion activities with thousand of exchanges both
instructor-led and p2p

4. Evaluation overview
 (Participants’ feedback: very positive)
 Corporate Social Responsibility
 subscribers / active users / certified / paid users from
 developing countries
 groups that are not likely to attend regular courses
 Public Relations
 visibility of USI in positive contexts
 new collaborative projects or materials being reused by others
 Marketing
 new students enrolling in paid programs as a consequence of
having attended the MOOC or because suggested by MOOC’s
attendants
 Research

5. DEVELOPING COUNTRIES
51 DEV. COUNTRIES (35.9%)
1’817 LEARNERS (32.9%)
339 ACTIVE LEARNERS
(18.6% among dev. countries)
OVERALL
142 COUNTRIES
5’516 LEARNERS
1’659 ACTIVE LEARNERS
(30.1%)
Corporate Social Responsibility_1

6. Corporate Social Responsibility_2
 87.4% University/College education
 50.0% working full-time
19-21
22-25
26-30
31-40

7. Public Relations
 Used by several
Universities
 Case of Sorbonne
and of Zhejiang
University
 YouTube
 8’000+ views
 Facebook group
 1’198 members

8. Marketing? (and research)
 Marketing
 Some people interested in the MT Master
 Research
 A PhD candidate

9. Second edition
October 2016 – September 2017
 Open for one full year
 as of today: 1’634 learners
 All materials available upfront
 Less instructor-led interactions
 Subtitles and Scripts+ translated in Chinese,
Italian and Spanish
 Two hangouts per chapter + localized
hangouts

10. www.eTourismMOOC.ch
#eTourismMOOC