Title

Normative Factors Influencing Hospitality Instructors To Teach Online

Keywords

Higher education; Hospitality instructors; Online course; Structural equation modeling; TAM2

Abstract

The rapid growth of online learning in higher education has been met with varying degrees of acceptance among faculty and administrators. Although hospitality management instructors recognize the prominence of online learning as the future of higher education, their current apprehensions may hinder institutional strategic objectives. This study examined hospitality instructors' intentions to teach an online course, using the Technology Acceptance Model (TAM), deconstructing subjective norms into student, colleague, and department chair influences. The findings from this research will be useful to program administrators who seek to encourage hospitality faculty to teach online courses. © 2013 Elsevier Ltd.

Publication Date

10-28-2013

Publication Title

Journal of Hospitality, Leisure, Sport and Tourism Education

Volume

13

Issue

1

Number of Pages

168-179

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1016/j.jhlste.2013.09.005

Socpus ID

84886018869 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84886018869

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