This document discusses the development and evaluation of an eTourism MOOC created by the Università della Svizzera italiana (USI). There were three key drivers for USI to create MOOCs: internationalization, open education, and corporate social responsibility. The eTourism MOOC was developed using the ADDIE instructional design framework. USI evaluated the MOOC using key performance indicators (KPIs) that measure reaction, learning, behavior, and results. Preliminary evaluation data found over 5,000 learners from 142 countries, with 80 pursuing a certificate and most engaging through the audit track. A learner engagement survey also provided feedback.

1. Università della Svizzera italiana
HOW TO DEVELOP AND EVALUATE AN ETOURISM MOOC:
AN EXPERIENCE IN PROGRESS
JINGJING LIN,
NADZEYA KALBASKA,
LORENZO CANTONI
FACULTY OF COMMUNICATION SCIENCES
UNIVERSITA’ DELLA SVIZZERA ITALIANA (USI)
LUGANO, SWITZERLAND
CONTACT: JINGJING.LIN@USI.CH

2. USI
WHAT IS THE PRODUCTION AND EVALUATION
PROCESS OF A MOOC?

3. THREE DRIVERS TO DO MOOCS AT USI
USI

4. ETOURISM MOOC DEVELOPMENT UNDER ADDIE FRAMEWORK
USI

5. KPI EVALUATION
REACTION
LEARNING
BEHAVIOR
RESULTS
USI

6. KPI EVALUATION
USI
WHAT IS IT? INDICATORS?
REACTION
LEARNING
BEHAVIOR
RESULTS
REACTION
LEARNING
BEHAVIOR
RESULTS

7. KPI EVALUATION AND INDICATORS
KPI NO. OF INDICATORS INDICATORS
REACTION 2 • LEARNING BEHAVIORS
• PRE- & POST- SURVEYS
LEARNING 1 • LEARNING OUTCOMES (BLOOM
TAXONOMY)
BEHAVIOR 2 • LEARNING ENGAGEMENT SURVEY
• APPLICATION STORY SHARING
RESULTS 3 • CORPORATE SOCIAL RESPONSIBILITY
• PUBLIC RELATIONS
• MARKETING
USI

8. SAMPLE EVALUATION DATA
USI

9. BRIEF STATISTICS
5474 learners, displayed by iversity
statistics
Counted announcement function (by country location) on iversity:
5070 learners 142 (out of 194)
countries
80 certificate track: 1.46%
5395 audit track: 98.54%
37 took CoA final exam, out of 80
(at the price of 49 Euro): 46.25%

10. LEARNER ENGAGEMENT SURVEY – 216 RESPONSES

11. THANK YOU
Q&A
USI