IFITT Finland Invited Speech (20/11/2013)

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
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2. Why eLearning?
www.bournemouth.ac.uk
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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
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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
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5. Example 1
DMO eLearning courses
More Information: nadzeya.kalbaska@usi.ch
www.bournemouth.ac.uk
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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
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7. Benchmarking
study
–
autumn
2012
Cantoni
and
Kalbaska,
2010
Kalbaska
and
Cantoni,
2011
www.bournemouth.ac.uk
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Preliminary
benchmarking
–
autumn
2009

8. ç
Ticino Switzerland Travel
Specialist course (TSTS)
www.bournemouth.ac.uk
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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
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10. 65% of the respondents sold more trips to Ticino
destination
Adukaite, Kalbaska and Cantoni, 2013
www.bournemouth.ac.uk
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11. Example 2
Developing Tourism Knowledge, Skills & Attitude
www.bournemouth.ac.uk
More Information:
ainversini@bournemouth.ac.uk
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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
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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
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14. Final
sample:
91
ar%cles
and
9
books
www.bournemouth.ac.uk
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15. Transversal Module
Cultural &
Natural
Heritage
Entrepreneur
ship
Hospitality
Management
Marketing
Community
Consultation
Knowledge
Attitude
Attitude
Skills
Skills
Knowledge
Technologies
www.bournemouth.ac.uk
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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
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17. Example 3
IFITT Knowledge bank
www.bournemouth.ac.uk
More
Information: Matthias.Fuchs@miun.se
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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
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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
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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
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21. Prof. F. Ricci)
www.bournemouth.ac.uk
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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
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23. www.bournemouth.ac.uk
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24. www.bournemouth.ac.uk
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25. http://youtu.be/7vsCAM17O-M
www.bournemouth.ac.uk
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