Normative Factors Influencing Hospitality Instructors To Teach Online

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\u27 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