Enhancing Human Resource Competency in Hospitality Industry: A Case Study of Dusit Thani Hua Hin Hotel's Online Instructional Media Initiative
Keywords:
Human resource competency, service industry, Dusit Thani Hua Hin Hotel, online instructional mediaAbstract
This study examines the online instructional media initiative for enhancing human resource competency in the service industry, using Dusit Thani Hua Hin Hotel as a case study. The research objectives were to: (1) evaluate human resource competency in the service industry, (2) analyze the efficacy of current online instructional media formats, and (3) formulate guidelines for developing effective online instructional media. The sample comprised 200 participants from various departments at Dusit Thani Hua Hin Hotel, selected through purposive and simple random sampling methods. The study used both quantitative and qualitative data collection techniques. Data were collected via a survey questionnaire online (n=150), semi-structured interviews (n=20), and focus group discussions (n=30). Quantitative data were analyzed using descriptive statistics, while qualitative data underwent thematic analysis. The obtained results indicated that: (1) personal characteristics were identified as the most critical aspect of human resource competency, (2) the current online instructional media format demonstrated high efficacy in competency enhancement, and (3) recommended guidelines for improving online instructional media include optimizing content density, ensuring content validity, and incorporating engaging elements to sustain learner motivation. These findings contribute to the body of knowledge on e-learning in the service industry and provide practical implications for human resource development practitioners.
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