Abstract
With the increasing attention in developing data literacy competency to enhance students’ employability in tourism and hospitality education. This study proposes a behavior changing process which conducting the concepts of marketing knowledge, data literacy competency, skill improvement, learning attitude and perception of advantage to performing Science, Technology, Engineering, Arts, and Math (STEAM) activities. By considering and incorporating these findings into their teaching approaches, instructors can enhance students' learning experiences and outcomes in the field of tourism and hospitality. The proposed theoretical and educational implications offer valuable guidance for educators seeking to promote STEAM education effectively.
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