elearning courses offered by tourism destinations: factors affecting participation and awareness...
Upload: international-federation-for-information-technologies-in-travel-and-tourism-ifitt
Post on 14-Jun-2015
86 views
TRANSCRIPT
![Page 1: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/1.jpg)
ENTER 2014 Research Track Slide Number 1
eLearning Courses Offered by tourism des4na4ons: Factors Affec4ng Par4cipa4on and Awareness among
Bri4sh and Indian Travel Agents
Nadzeya Kalbaska and Lorenzo Cantoni
Faculty of Communica4on Sciences Università della Svizzera italiana
Lugano, Switzerland
![Page 2: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/2.jpg)
ENTER 2014 Research Track Slide Number 2 2
Cantoni L., Kalbaska N., Inversini A. (2009)
Context (i)
4 types of eLearning courses according to the provider of the service:
ü Academic ü Corporate ü Independent ü Destinational
![Page 3: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/3.jpg)
ENTER 2014 Research Track Slide Number 3
Travel Agents DMOs
eLearning courses about tourism desCnaCons
Context (ii)
ü compe44on overcome (Buhalis&Law, 2008; Werthner&Klein, 1999)
ü des4na4on image crea4on (Baloglu&Mangaloglu, 2001)
ü coordina4on and educa4on of trade partners
(Bieger, et.al, 2009) ü addi4onal channels to impact the market (Carey, et. al., 1997)
ü compe44on overcome (Morgan&Trivedi, 2007)
ü sa4sfac4on of the needs of a new consumer (Dolnicar& Laesser, 2007; Novak&Schwabe, 2009) ü specializa4on and constant upgrade of knowledge (Bowl&Tobias, 2012; Longworth, 2013; Milne, 2008; PhoCusWright, 2012) ü flexible mode of training (Collins, et al, 2003; O’Donnell, 2012)
![Page 4: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/4.jpg)
ENTER 2014 Research Track Slide Number 4
There are some DMOs that offer training and accreditaPon online to retail travel agents to become ‘des$na$on specialists’
(Handbook on e-‐MarkePng for Tourism DesPnaPons, UNWTO, 2008)
Previous research (i)
![Page 5: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/5.jpg)
ENTER 2014 Research Track Slide Number 5
Strong industry interest (ABTA, 2012; Tnooz, 2011; Travel Daily Media, 2013; Travel Market Report, 2011)
ü No empirical research on: -‐ Use of ICTs for training of travel agents -‐ HRM of the travel agents and cer4fica4on processes
Previous research (ii)
ü Limited research on: -‐ eLearning applica4ons within the hospitality and tourism sector (Baum&Sigala, 2001; Cho&Schmelzer, 2000; Haven&BoYerill, 2003; KuYainen&Lexhagen, 2012; Nadkarni&Venem, 2012;
Sigala, 2002, 2004)
-‐ Travel agents’ sector (Baloglu&Mangaloglu, 2001; Buhalis, 2000; Dolnicar&Laesser, 2007; Garkavenko&Milne, 2008; O’Connor, 1999;
Reid&Pearce, 2008; Sheldon, 1997)
![Page 6: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/6.jpg)
ENTER 2014 Research Track Slide Number 6
Public: Travel Agents Providers: DMOs Tutors: not present à self-‐study asynchronous mode
Benchmarking studies in 2009 and 2012 (Cantoni & Kalbaska, 2010; Kalbaska, 2012)
Previous research (iii)
![Page 7: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/7.jpg)
ENTER 2014 Research Track Slide Number 7
Content: Training modules on Geography, Culture, Languages, Tradi4ons, Accommoda4on, Transporta4on, Formali4es, I4nerary Planning, Selling 4ps, etc.
![Page 8: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/8.jpg)
ENTER 2014 Research Track Slide Number 8
TesCng acCviCes: 75 cases use objec4ve tests
![Page 9: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/9.jpg)
ENTER 2014 Research Track Slide Number 9
IncenCves ü cer4ficate ü suggested travel consultants’ list ü invita4ons to educa4onal trips
![Page 10: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/10.jpg)
ENTER 2014 Research Track Slide Number 10
Research Goal: Recognise travel agents’ reac4on (par4cipa4on and awareness) on DMOs’ eLearning offers and factors influencing it
Methodology: Phone interviews through simple random sampling of officially registered TAs in the UK and India
QuesConnaire: 8 -‐ 14 close and open ended ques4ons. Dura4on: 8-‐10 min
Method (i)
![Page 11: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/11.jpg)
ENTER 2014 Research Track Slide Number 11
Method (ii) Respondents: 725 phone calls à 462 interviews (UK -‐ 190; India -‐ 272) with travel sales staff Response rate: UK -‐ 55%, India -‐ 75% LimitaCons: respondents might have been influenced by supervisors and colleagues
![Page 12: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/12.jpg)
ENTER 2014 Research Track Slide Number 12
103 (54.2%)
72 (26.5%)
United Kingdom India
57 (65.5%)
73 (36.5%)
United Kingdom India
Participation in destinational eL courses Awareness about destinational eL courses among those that haven’t participated
Results
![Page 13: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/13.jpg)
ENTER 2014 Research Track Slide Number 13
ü Country where travel agents are based United Kingdom India
ü Gender Female Male
ü Type of the agency
Independent business (self-‐employed, homework) Chain/franchising (e.g. Thomas Cook)
ü Age <32 32-‐47 >47
ü EducaConal level
Secondary school Voca4onal training University degree
![Page 14: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/14.jpg)
ENTER 2014 Research Track Slide Number 14
ParCcipaCon in eL courses depends on ü country where travel agents are based (p=.000)
United Kingdom>India ü type of the agency (p=.032)
Chain/franchising>Independent doesn’t depend on ü gender (p=.051) ü age (p=.382) ü educaConal level (p=.636)
Awareness about existence of eL courses depends on ü country where travel agents are based (p=.015) United Kingdom>India doesn’t depend on ü age (p=.858) ü gender (p=.328) ü type of the agency (p=.365) ü educaConal level (p=.490)
Full Factorial Model of the Univariate ANOVA
![Page 15: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/15.jpg)
ENTER 2014 Research Track Slide Number 15
ü There is a demand on undertaking eLearning courses about tourism des4na4ons, though it varies on a country-‐by-‐country basis
ü Factors that influence parCcipaCon in des4na4onal eLearning offers à country and type of the agency
ü Factor that influence awareness about des4na4onal eLearning offers à country
Conclusions
![Page 16: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/16.jpg)
ENTER 2014 Research Track Slide Number 16
ü Replica4on of the study on different markets
ü Analysis of the travel agents’ mo4va4ons and factors influencing them
ü Evalua4on of formality and informality of eLearning offer in the percep4ons of the travel agents’
Future research lines
![Page 17: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/17.jpg)
ENTER 2014 Research Track Slide Number 17
eTourism and eLearning research communiCes ü First empirical research on educa4onal strategies of the travel agents and HRM of the travel trade ü Analysis of the factors influencing par4cipa4on in and awareness about des4na4onal eLearning courses Industrial community ü Recommenda4ons on the eLearning experience improvements based on: generalizable rates of awareness and par4cipa4on in the UK and in India
17
Implica4ons
![Page 18: eLearning Courses Offered by Tourism Destinations: Factors Affecting Participation and Awareness among british and indian travel agents](https://reader035.vdocuments.net/reader035/viewer/2022081401/557dadadd8b42a467c8b4e90/html5/thumbnails/18.jpg)
ENTER 2014 Research Track Slide Number 18
questions & comments
www.elearning4tourism.com
Workshop – MOOCs Development for Tourism and Hospitality Curriculum
Friday 11.00-12.30 Room: Gold