Use of Multimedia to Enhance Service Quality in Hospitality Education

Abstract

This study evaluates an interactive multimedia instructional program created to aid prospective hospitality students in learning appropriate service quality. A quasi-experimental research model was used to gather data, which were then submitted to the ADDIE (Analyze, Design, Develop, Implement, and Evaluate) calibration method. After a study of selected second-year Level 2 students at a university in Taiwan, the multimedia tool was assessed and modified in order to maximize its instructive quality. Differences between experimental and control groups were evaluated according to their service attitudes and behaviors. The result strongly indicated that the use of a multimedia instructional program can enhance understanding of service quality in hospitality education.

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