The Adaptation of Attention-Interest-Desire-Action in SPHOTIA and GEOCA Innovative Apps for Effective Teaching and Learning

Abstract

SpHoTiA (Supervision in Hospitality and Tourism Industry App) and GeoCA (Geography and Culture App) are newly innovated applications for two (2) courses taken by students of Faculty of Hotel and Tourism Management in UiTM. These Apps were developed as an inventive effort taken to transform previous conventional teaching and learning method due to continuous, unsolved problem related to concentration deficiency among university students, especially when studying theory-based subjects. Though both courses seemed less complex compared to other subjects, previous researchers argue that it is challenging to memorize theories, as it involves the uses of thick reference materials and confusing contents with abundance facts. It is a common situation seeing students struggling to achieve certain required level of understanding especially when reaching tertiary level in which students need to be more independent in the learning process. Thus, this research intends to enhance effective teaching process and learning materials for the two (2) selected subjects by integrating interactive tools that able to enhance students’ experiential learning sessions whilst pursuing a convergence towards i4wrd future. Interactive tools such as info graphic slides, animation, video and games through online Apps are used to stimulate interest in both teaching and learning process. An innovative self-directed learning strategy that applies the concept of Attention-Interest-Desire-Action (AIDA) of SpHoTiA and GeoCA Apps were developed using free online Apps. Using random sampling method, respondents were required to evaluate the effectiveness of the Apps. Questionnaire using a 5- to 10- Likert Scale were applied to measure factors on perception, understanding, quality, satisfaction and recommendation. A descriptive analysis using mean and percentage were further analysed. The result indicates the effectiveness of the digital Apps to students (overall satisfaction = 78.5%), and is parallel to the efficiency of other innovated Apps. The newly innovated Apps indicate a significant influence on teaching and learning process at university level that not only create interesting learning environment, but also aid students to master challenging topics appropriately.