Using the Multimedia to Enhance Knowledge of Service Attitude in Hospitality Industry
Chun Min Kuo, National Chin-Yin University of Technology, Taiwan
Journal of Educational Multimedia and Hypermedia Volume 21, Number 1, ISSN 1055-8896 Publisher: Association for the Advancement of Computing in Education (AACE), Waynesville, NC USA
Having used a quasi-experimental research model and the ADDIE (Analyze, Design, Develop, Implement, and Evaluate) calibration method to gather and implement data, the researcher developed an interactive multimedia assisted learning (MAL) program promoting proper service attitudes in the hospitality industry. In order to gauge MAL program’s efficacy, the researcher then designed an expert-vetted exam to be administered to a select number of A University of Science and Technology sophomores – potential industry personnel. The results of the exam, which was administered both prior to, and directly succeeding, a month-long course of study, showed that students exposed to the interactive MAL program (the experimental group) scored significantly higher in terms of “Knowledge of Service Attitude” than those students receiving traditional instruction only (the control group). The statistically significant disparity in scores between the experimental and control groups indicates that interactive multimedia instructional programs can measurably enhance the service attitudes of frontline servers in the hospitality industry.
Kuo, C.M. (2012). Using the Multimedia to Enhance Knowledge of Service Attitude in Hospitality Industry. Journal of Educational Multimedia and Hypermedia, 21(1), 89-105. Waynesville, NC USA: Association for the Advancement of Computing in Education (AACE).
© 2012 Association for the Advancement of Computing in Education (AACE)