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

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• Identify

• Group

• Describe

Aims

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Methods

Multiple case study approach

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Methods

Multiple case study approach

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Methods

Multiple case study approach

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Methods

Multiple case study approach

300 unique results

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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)

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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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Role and Relationship

DMOs Tourists

TOs/TAs

B2C

B2CB2B

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How many

Who

What

Why

Aims

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•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

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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%)

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M&S - Tools

8 (21.6%)

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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

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Thank You

Sara Vannini

Sunday, March 21, 2010