Trading Places with Interfaces: An Investigation into Online Training for the Travel Agency Sector within the United Kingdom Donna O’Donnell MTourS 2012 Trading Places with Interfaces: An Investigation into Online Training for the Travel Agency Sector within the United Kingdom Donna O’Donnell A thesis submitted to Auckland University of Technology in partial fulfillment of the requirements for the degree of Master of Tourism Studies (MTourS) 2012 School of Hospitality and Tourism ii Contents Table of Figures .............................................................................................................................. v Acknowledgements ...................................................................................................................... vii Abstract ....................................................................................................................................... viii 1. Introduction .............................................................................................................................. 1 1.1 The Role of the Travel Agent......................................................................................... 2 1.1.1 Travel Agent Survival Strategies .................................................................................. 5 1.2 The Role of Destination Marketing Organisations ........................................................ 6 1.3 Aims and Objectives ...................................................................................................... 8 2 Literature Review ................................................................................................................ 10 2.1 Definition .................................................................................................................... 10 2.2 Globalisation and Lifelong Learning ............................................................................ 12 2.3 Teaching and Learning ................................................................................................ 13 2.4 E-Learning ................................................................................................................... 14 2.5 E-learning Models and Delivery Methods ................................................................... 15 2.6 The Knowledge Society ............................................................................................... 18 2.7 Skills Gap ..................................................................................................................... 20 2.8 Consumer Behaviour ................................................................................................... 21 2.9 Consumer Information Search Behaviour ................................................................... 22 2.10 Online Search Behaviour ............................................................................................. 23 2.11 Behavioural Learning Theories.................................................................................... 24 2.12 Cognitive Learning Theories ........................................................................................ 26 2.13 Social Learning/ Social Cognitive Theories .................................................................. 29 2.14 Motivational Learning Theories .................................................................................. 30 2.15 Individual Differences in Learning............................................................................... 33 2.15.1 Gender ................................................................................................................ 34 2.15.2 Learning Styles .................................................................................................... 34 2.15.3 Types of Learning ................................................................................................ 35 2.16 Development and Evaluation of Websites.................................................................. 36 3 Methodology ....................................................................................................................... 40 3.1 Problem definition and approach ............................................................................... 40 3.1.1 Population ........................................................................................................... 41 iii 3.2 Sample ......................................................................................................................... 41 3.3 Data Collection Methods ............................................................................................ 42 3.3.1 Case Study ........................................................................................................... 42 3.3.2 Mixed Method Approach .................................................................................... 44 3.3.3 Online Survey - Questionnaire ............................................................................ 44 3.3.4 Usability Testing .................................................................................................. 45 3.3.5 Interviews ............................................................................................................ 46 3.4 Pilot Studies ................................................................................................................ 46 3.4.1 Questionnaire ..................................................................................................... 46 3.4.2 Interview ............................................................................................................. 46 3.5 Data Analysis Plan ....................................................................................................... 46 3.6 Descriptive Analysis .................................................................................................... 47 3.7 Questionnaire ............................................................................................................. 47 3.8 Interviews .................................................................................................................... 47 4 Findings and Discussion ...................................................................................................... 48 4.1 Personal Profile of the Participants ............................................................................ 48 4.2 Usability ...................................................................................................................... 53 4.3 Access .......................................................................................................................... 54 4.4 Design .......................................................................................................................... 63 4.5 Navigation ................................................................................................................... 66 4.6 Instructions ................................................................................................................. 69 4.7 Completion Time ......................................................................................................... 70 4.8 Recovery from Mistakes ............................................................................................. 76 4.9 Content ....................................................................................................................... 77 4.10 Provision...................................................................................................................... 87 5 Conclusion ........................................................................................................................... 98 6 References ........................................................................................................................ 107 7 Appendices .............................................................................. Error! Bookmark not defined. iv Table of Figures Figure 1 Length of Service ......................................................................................... 48 Figure 2 Positions held within Organisation .............................................................. 50 Figure 3 Type of Agency............................................................................................. 52 Figure 4 Access........................................................................................................... 54 Figure 5 Ease of Access .............................................................................................. 55 Figure 6 Download Speeds and Registration ............................................................. 57 Figure 7 Self Classification of Computer Skill Level ................................................... 58 Figure 8 Comparison of Participants Granted Access ............................................... 60 Figure 9 Participants Perceptions .............................................................................. 64 Figure 10 Navigation .................................................................................................... 66 Figure 11 Effectiveness of instructions ....................................................................... 70 Figure 12 Module Completion Time ............................................................................ 71 Figure 13 Interest Levels.............................................................................................