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MOOCs and eTourism A reflection on the university mission, and on the impact of ICTs

prof. Lorenzo Cantoni, PhD USI – Università della Svizzera italiana (Lugano, Switzerland)

IFITT – International Federation for Information Technologies and Travel & Tourism UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites

lorenzo.cantoni@usi.ch ¦ @lorenzocantoni

A COUPLE OF WORDS ABOUT IFITT www.ifitt.org – @IFITTorg

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AGENDA

University: its nature and mission

The impact of ICT

Looking for impact

The case of/for MOOCs

WHAT IS A UNIVERSITY?

To preserve, extend & transmit socially-relevant knowledge

Unity / harmony of knowledge

Research ¦ Teaching ¦ Service

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RESEARCH_1

Publications

“Publish or perish” (“Demo or die”)

Some problems

RESEARCH_2 IMPACT OF ICTS

“Digital scholarship”

Global competition/collaboration

Open access, open data

…

Griffith, S. (2015). Libraries in the digital age. In L. Cantoni & J.A. Danowski (eds.) Communication and Technology. Berlin: De Gruyter Mouton.

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RESEARCH_3 IMPACT OF ICTS

However…

… disappointing data on readership and actual impact

TEACHING (AND SERVICE) IMPACT OF ICTS

ICTs & learning/teaching: eLearning

Life Long / Informal Learning

OER > MOOCs

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ELEARNING & TOURISM

Why is it so relevant?

Four areas of interest: Academic ¦ Destinations ¦ Corporate ¦ Independent

Miralbell, O., Cantoni, L., & Kalbaska, N. (2014). Special issue on the role of e-learning applications within the tourism sector. “ELC Research Paper Series”, Issue 8. Cantoni, L. (2012). Special issue on eTourism and eLearning. Journal of Information Technology & Tourism. Issue 13 (1).

MOOCS

A short history

Some main characteristics (publics, credits, flipped class, platforms, …)

xMOOC vs. cMOOC

Murphy, J., Kalbaska, N., Horton-Tognazzini, L., & Cantoni. L. (2015). Online learning and MOOCs: A framework proposal. Information and Communication Technologies in Tourism – Proceedings of the International Conference in Lugano (Switzerland). New York: Springer, 847-858.

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MOOCS IN TOURISM

Murphy, J., Kalbaska, N., Williams, A., Ryan, P., Cantoni, L., & Horton-Tognazzini, L. (2014). Massive Open Online Courses: Strategies and Research Areas. Journal of Hospitality & Tourism Education, 26, 1-5. Kalbaska, N. (2014). Massive Open Online Courses: Future Education in Hospitality and Tourism. 12th ApacCHRIE conference. Kuala Lumpur (Malaysia), May 2014.

Why should a University offer a MOOC?

• Social responsibility

– Access by

• relevant publics: professionals, policy-makers, students

• disadvantaged regions

– Impact onto the concerned industry/sector

• Positioning/reputation

– Offline: awareness/recall

– Online: higher positioning on SE & SM

• Marketing

– More (motivated / better / diverse / …) students

• Research

– Instructional Design, Learning analytics, …

• Possible business models

– Paid certificates, learning analytics, awarding credits, …)

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A CASE_1 ETOURISM: COMMUNICATION PERSPECTIVES

USI’s MOOC workflow 1. University Board Meeting: initiation

2. Project Proposal and Funding

3. Team Forming

4. Partner Platform Selection

5. Instructional Design

6. Content Creation

7. Video Production

8. Course Demo and Promotion

9. Course Delivery

10. Internal Project Assessment

A CASE_2 ETOURISM: COMMUNICATION PERSPECTIVES

Preparation

Promotion

Delivery

Evaluation

Lin, J., Kalbaska, N., Tardini, S., Decarli Frick, E. & Cantoni, L. (2015). A Journey to Select the Most Suitable MOOCs Platform: The Case of a Swiss University. In S. Carliner, C. Fulford & N. Ostashewski (Eds.), Proceedings of EdMedia: World Conference on Educational Media and Technology 2015 (pp. 486-496). Association for the Advancement of Computing in Education (AACE).

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eTourism: Communication Perspectives

http://iversity.org/en/courses/etourism

Thanks !

prof. Lorenzo Cantoni

USI – Università della Svizzera italiana (Lugano, Switzerland)

UNESCO chair in ICT to develop and promote sustainable tourism in World Heritage Sites

IFITT – International Federation for Information Technologies and Travel & Tourism

lorenzo.cantoni@usi.ch ¦ @lorenzocantoni