Blended Learning: Examining Must-Have, Hybrid, and Value-Added Quality Attributes of Hospitality and Tourism Education

ABSTRACT

This paper explores the asymmetric impact of hybrid learning attributes on satisfaction to discover which features are more sensitive to the dissatisfaction, satisfaction, and delight of students. An online survey (n = 647) was conducted using snowball and convenience sampling. By implementing impact range performance and asymmetry analyses, the differential effects of hybrid learning attributes (must-have, hybrid, and value-added) on student satisfaction were identified. Considering the limited knowledge regarding the quality attributes of hybrid learning in the extant hospitality and tourism literature, this research offers understanding as to the dynamic nature of hybrid learning attributes on student satisfaction rather than just identifying quality dimensions. The results suggest that there are multiple attributes related to the hybrid learning environment (student support, innovative program, industry involvement, program reputation, hybrid learning support and safety measures, and protection) that produce distinctive impacts on satisfaction.

KEYWORDS:

• Hybrid learning
• quality attributes
• education
• asymmetric impact
• classroom
• satisfaction

Disclosure Statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Faculty of Business Administration and Accountancy, Khon Kaen University (Thailand).