Why are Faculty Unfavorably Disposed to MOOCs?–A Sharing of Views by Chinese Hospitality Educators

Xin Zhang, Mehmet Ali Koseoglu, Brian King, Omer Faruk Aladag

Research output: Journal article publicationJournal articleAcademic researchpeer-review


This study explores the negative disposition of many hospitality higher education faculty toward MOOCs, an increasingly prominent delivery mode in pedagogical discourse which potentially enriches student learning. Such enrichment is particularly welcome in the case of hospitality because of its diverse stakeholders and student learning needs. The researchers conducted an in-depth and qualitative exploration with faculty members in mainland China. They combined the Diffusion of Innovation (DOI) approach and theory of motivation to propose five dimensions that account for groupings of resistance to deploying MOOCs. These are attributes and complexities, perceived incompatibility, unsuitability for trial, and lack of observational capacity. The study contributes to knowledge by examining the perspectives of faculty who have the capacity to constrain the deployment of MOOCs. The authors suggest that faculty members should be encouraged to embrace MOOCs as an innovative medium for learning and teaching.

Original languageEnglish
Pages (from-to)123 - 132
Number of pages10
JournalJournal of Hospitality and Tourism Education
Issue number2
Publication statusPublished - Jun 2023


  • diffusion of innovation theory
  • faculty members
  • hospitality educators
  • MOOCs
  • motivations
  • resistance to innovation

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management


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