This paper presents the evaluation methods and results of a pilot tourism MOOC (Massive Open Online Course) called eTourism: Communication Perspectives, based on the Kirkpatrick model. It assigned twelve indicators to the model’s four levels of evaluation (reaction, learning, behaviour, results). Indicators include: motivation, satisfaction, relevance, course performance, collaborative learning, higher-order learning, reflective and integrative learning, skills development, post-course practices, corporate social responsibility, public relations, and marketing. With various measurement tools such as pre-, in- and post-course surveys, post-course interviews, and analytics data by the host platform, the paper explains the available data with these twelve indicators and provides meaningful performance assessment for the MOOC. Results show that the MOOC was successful in all four levels according to the twelve indicators. The limitations and the future directions are also discussed at the end of the study.
Information and Communication Technologies in Tourism 2017. Springer, Cham