THE MOOC THAT MOOsFirst MOOC provided by USIeTourism:
Communication Perspectives
Jingjing LinPhD student researching in MOOCs in tourism and
[email protected]
eTourism MOOC Trailer 1.0
ICTs+TourismOnline communication modelUser generated
contentsHotel online reputationOnline content qualityWeb
2.0Intercultural communication and localizationeLearning and
tourism trainingWorld Heritage Sites
Curriculum vitae of MOOC
Story before MOOC
Core valueOPENNESSTECHNICAL, LEGAL, PRICE, ETC.Content designed
specifically for/as a courseAny content sharedunder open
license
Open initiatives in higher education have crystallized around
three major areas of activity: the creation of open source software
and development tools, the creation and provision of open course
content, and the development of standards and licensing tools. The
outputs of all three may be grouped together under the term Open
Educational Resources (OER).7
How to position MOOC
Accreditation
Facilitation and feedback
InteractionMOOCCreative Commons licenseCC Copyright licenses
OCW
OER
MOOC
[1]
Massive: the big number of learners and the scalability of the
course to host many. Open: anyone, anytime, anywhere.Online:
enhanced by internet and happens in an online environment.Course:
organized resources and activities, with learning objectives and
expected outcomes. Include feedback from the instructors, peer
communication, sometimes group collaboration, and different types
of assessment.
What isMOOC
MOOCHistory
[1]
CCK08 - Connectivism & Connective Knowledge
CS221: Artificial Intelligence: Principles and Techniques
13
[1] MOOCFast factBy 2015, the total number of MOOCs in the world
reached over 4200, which involved more than 550 universities and
attracted 35 millions of learners.
SwissMOOCs
Did you take tourism and hospitalityMOOC so far?
[1]
[1]
18
Slide:1918 MOOCs in tourism and hospitality[1]
Slide:20[1]
Surprise!More about hospitality
The topics were more about hospitality (79%) with half of them
were about cuisine and beverage, and one fifth about hotels.
Tourism topics only appeared in three MOOCs. Communications are
limited
The communication is mainly one-way from the instructor to
learner. Forum discussion tool was the most popular tool to serve
as a communication media.Social media tools were not used much. The
most active MOOC in social media channels is eTourism:
Communication Perspectives
Some findingsContiuity is not positive
11 out 18 finished first round.Among 11, only 3 chose to run a
second round.[1]
Rich video presentation styles
13 video presentation styles were identified:
talking head style, text-overlay, conversation, on location,
animation, picture-in-picture, presentation slides with voice-over,
demonstration, Udacity style tablet capture, interview, recorded
seminar, webcam capture and green screen.
Slide:22 [1]
Two style of syllabus
Coursera style syllabus
Compass style syllabus
[1]
Food & Beverage ManagementUniversit Bocconi
Need improvementLonely learning objectives
Very few course designs considered the match between learning
objectives and the other components such as lecturing contents,
assessment, activities of communication, etc.Low adaptability to
various needs
The multi-lingual support was weak in these MOOCs.
Very limited number of downloadable documents were available as
learning contents for learners to study offline.
External online resources could not find a proper position as
learning contents in these MOOCs. In demand of diverse cultural
backgrounds in providers
Overall, the USA-based universities produced comparatively more
MOOCs in this field and USA-based MOOC platforms took a leading
role in hosting them. Slide:24[1]
USI Pilot MOOCeTourism: Communication PerspectivesHow to
Moo?
Slide:264 Drivers for USI to provide MOOC
Corporate social responsibilitySubscribed/active/paid/certified
users from:Developing countriesGroups that are not likely to attend
regular courses
Public relationsVisibility of USI in positive contextsNumber of
subscribersMedia consumptionYouTube videoAll MOOC-related materials
with USI logoMentions on twitter/Facebook/other social media,
specialized MOOC publications and newslettersNew collaborative
projects or materials being reused by othersWith universitiesWith
tourism-related bodiesAlumni relations
MarketingNew students enrolling in paid programs because of
attendance in MOOCs or suggested by MOOC learner.
ResearchPhD positionPublicationsResearch collaboration
opportunities
MOOCs work flow(Year 2015)
Adapted from [2]
Team forming(Year 2015)
[2]
Partner platform selection(Year 2015)[2]
Partner platform selection(Year 2015)
[2]
Functionality comparison of 18 MOOC platformsx: represents the
presence of the functionality[2]
Partner platform selection(Year 2015)
Shortlisted platforms: FutureLearn, iversity, NovoED, and Canvas
NetworkUser experience survey: FutureLearn, iversityUniversity
Board decision: iversity[2]
Instructional design(Year 2015)
Instructional designers: iversity + USIResources (materials and
media): copyright, self-developmentTime and paceActivities
design
Content creation(Year 2015)
Video development: shooting, filtering, editingVideo
subtitlesVideo transcriptsSyllabus, FAQ documentsEmbed map in the
courseCreate engagement surveyDraft announcementsList further
readingsTraining materials for instructorsOther contents
Content creation (Year 2015)
[3]
Promotion(2015)Facebook campaignYoutube campaignTwitter
LinkedInEmail listsUSI pressUniversity collaborationsDMOs
contactsMagazine, newspaper, radio, TVOther communication
channels
Course delivery(2015)Weekly MOOC meetingsArrange facilitation
activities in advanceadministrative supporttechnical
supportcontent-based feedbackPromotion, promotion,
promotionMaintain social media channels
Internal project assessment(2015)Collect and analyse the
performance data from MOOCOrganize the MOOC internal evaluation
meetingPresent the performance dataStaff self-evaluation talksPlan
the next step
How to evaluate the performance of oureTourism MOOCDo they like
it?Did they learn?Did they apply?Did the organization benefit?[3,
4]
Kirkpatrick ModelNumber of performance indicatorsPerformance
indicatorsReaction3MotivationSatisfactionUsefulnessLearning5In-course
performanceCollaborative learningHigher-order level
learningReflective and integrated learningSkill
developmentBehavior1Post-course application (related to job and
study)Results4CSRPublic relationsMarketingResearch
[3, 4] How to evaluate the performance of oureTourism MOOC
4 groups of performance data
DEVELOPING COUNTRIES51 DEVELOPING COUNTRIES (35.9%)1817 LEARNERS
(32.9%)339 ACTIVE LEARNERS (6.1%)
OVERALL142 COUNTRIES5519 LEARNERS1659 ACTIVE LEARNERS
(30.1%)Slide:46MEDIA CONSUMPTION988 members in Facebook
group#eTourismMOOC hashtag received 2.4 tweets/day Trailer videos
received 7953 viewsINTERACTION2190 posts generated in the
coursePARTIAL DEMOGRAPHICS 216 replies in engagement survey57.4%
female75.0% age between 26 and 5587.4% of higher education
level50.0% full-time workers13.4% part-time workers
Enroll nowwww.etourismMOOC.chOpen online onOctober 3, 2016Will
last forOne yearOperation mode: Self-pacedInstruction
languageEnglishSubtitles and video transcripts in English,
Simplified Chinese, Italian, and SpanishUpdated further reading
listsMonthly hangouts with instructors/assistantsProvide four exam
sessions of the same CoA exam
eTourism MOOCSecond Round
Two videos per week (8 weeks in total), including one
theoretical video and one case videoOne quiz per video with 5
multiple choice questionsOne assignment per week to submit
assignment as a post in forum and to discuss with other
learnersFurther reading materials Finish over 80% of video and
quizzes to get statement of participationPay 49 Euro and pass a
final exam (CoA exam) with 30 multiple choice questions to obtain
Certificate of Accomplishment
What are expected from MOOC learners
eTourism MOOC Trailer 2.0
Lin J., Kalbaska N., Cantoni L., Murphy J. (2016). A New
Framework to Describe and Analyse MOOC Design: Multiple Case Study
of Hospitality and Tourism MOOCs. Revised and resubmitted for
second review.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. Association for the
Advancement of Computing in Education (AACE), Norfolk. Ed-MEDIA
2015. Montreal (Canada). June 22-26, 2015. ISBN 9781939797162Lin,
J., Cantoni, L., Kalbaska, N. (2016). How to Develop and Evaluate
an eTourism MOOC: An Experience in Progress, e-Review of Tourism
Research (eRTR), 7:1-5Lin, J., & Cantoni, L. (2016). Evaluating
the Performance of a Tourism MOOC using the Kirkpatrick Model: A
supplier perspective.
References
Join Facebook group:
https://www.facebook.com/groups/472859206207898/Use hashtag in
Twitter: #eTourismMOOCFollow us on Weibo:
http://www.weibo.com/etourismmooc
eTourism: Communication PerspectivesMOOC
Q&AContactJingjing Lin, [email protected]
www.etourismMOOC.chReturn online on October 3, 2016Curriculum
vitae of MOOC, slide 5 - 15Tourism and hospitality MOOC, slide 16 -
24How to Moo? slide 25 - 46 Partner platform selection, slide 29 -
35 Internal evaluation, slide 42 - 46Second round, slide 47 -
49
