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ERIC Number: EJ975394
Record Type: Journal
Publication Date: 2012-Jan
Pages: 17
Abstractor: As Provided
Reference Count: 42
ISSN: ISSN-1055-8896
Using Multimedia to Enhance Knowledge of Service Attitude in the Hospitality Industry
Kuo, Chun Min
Journal of Educational Multimedia and Hypermedia, v21 n1 p89-105 Jan 2012
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. (Contains 5 tables and 2 figures.)
Association for the Advancement of Computing in Education. P.O. Box 1545, Chesapeake, VA 23327. Tel: 757-366-5606; Fax: 703-997-8760; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Taiwan