1. 
eLearning and mLearning:
a communication
perspective
18 June 2013,
Scientific M-Learning Workshop
University of Nsukka, Nigeria
Marta Pucciarelli
NewMinE, Università della Svizzera italiana (Lugano, Switzerland)

2. eLearning as a context
 Evolution of technologies of the word: from
handwriting up to mobile devices
 Mobile age (Traxler)
 Re-contextualizing education as conversation in
context (Sharples)

3. eLearning as strategy
The TRIANGULA FRAMEWORK MODEL (Cantoni 2007)

4. From eLearning to mLearning
“personal, spontaneous, disruptive, oppor
tunistic, informal, pervasive, situated,
private, context-aware, bite-sized and
portable” (Traxler, 2009b).
Learner-centered
approach
Mobility of learners
and of their learning
experience

5. Learning through mobile is..
Collaborative
Situated
Authentic
Personalized

6. Classes
eLearning
Meetings
Formal
Mobile Learning can be...
Self-study
Exploring
Internet Surfing
Unexpected
Reading
Coaching
Mentoring
Informal
Intentional
Community
Teaming
Playing
Marcia L. Conner, 2004

7. UNESCO CHAIR
ICT for
sharing
experiences, f
oster cultural
encounters
ICT4D
eTourism
eLearning
ICT to develop and promote sustainable
tourism in World Heritage Sites
Training Small
Medium
enterprises

8. Sustainable tourism?
opposed
to a trend
of mass
tourism
active
involveme
nt of local
community
preserve
the unique
local
tradition &
the way of
life
Tourism that benefit the traveller as
well as the local destination in its
natural, social, cultural and economic
dimension.

9. M-Learning in practice..
Three main projects:
Conceptualisation project
THE TRAVEL MACHINE
On-going project
MOBILE APP FOR UNESCO WHS
Forthcoming project
MORE - TOURISM

10. The travel machine
Conceptualisation a mobile app that seek to change a traveller's
behaviour in order to:
 Enhance the experience
 Foster intercultural understanding and learning
 Contribute to a shift from leisure/business to cultural tourism

11. Fogg’s persuasion theory VS Travel
Machine
The Travel Machine (TM) combine information design and persuasion
theory (Fogg)
 INCREASE USE FREQUENCY
Game based on a vocabulary game and game testing destinationrelated knowledge
Rewards: virtual reward and titles (ex. Four star japan expert)
 IMPROVE LEARNING by triggering informative and reflective learning
process

12. Fogg’s persuasion theory VS Travel
Machine
 INCREASE MOTIVATION
Travel Advisor assists the traveller by providing information, posing
challenges and offering regular feedback.
Personal Travel Diary: it increases user’s awareness of his steady
travel progress and it motivates him to add further material
Social Networks: the TM integrates the possibility to send notes and
messages with friends and travellers, sharing personal diaries with
them, ask for information and tips

13. Mobile app for UNESCO world heritage
sites
SUSTAINABILITY GOALS:
•
•
•
•
educating tourists and influencing their behaviours,
sensitizing tourists about the value of the sites,
foster cultural encounters between tourists and locals,
ensuring understanding.
BENEFICIARIES:
• Local population,
• students,
• tourists

14. HOME

15. MAP (online and offline)

16. EXPLORE (list of points of interest)

17. FUN & TOURISM

18. MORE-Tourism
MObile storytelling and REsponsible Tourism development of
South Africa
Interplay between ICT, responsible tourism development with a
focus on mobile storytelling and mobile learning
Concept of the project:
Tourism as an opportunity for cultural encounters, mediated by
mobile technologies as platform for knowledge sharing

19. MORE-Tourism
The project aim to understand if and how ICT can:
1- Promote a more active role for South African Small, Medium
and Micro Enterprise (SMME) as agents of responsible tourisms
2- Encourage a responsible tourism behaviour, one that respect
the environment, engages actively in understanding and learning
about the local society and culture, fosters cultural exchanges and
bring economic benefits to local community

20. MORE-Tourism:
To meet these goals, we focus on:
1- The potential of STORYTELLING as an effective communication
modality fit for transposing local perspectives in rich
representation media
2- The potential of MOBILE TECHNOLOGIES to shape the tourist’s
experience and give it educational value

21. MORE-Tourism: Research goals
 Understand how can local tourist providers be trained to communicate
effectively with a tourist audience in order to:
- market their product/services
- encourage tourist’s attention and sensitivity to the local
society, culture and environment
 Assess the impact of mobile technologies on
-tourist’s learning about a destination,
-decision-making,
-attitude and behaviour change during the visit.

22. MORE-Tourism
Operational objectives:
 Develop a transferable package for a tourism providers to present
and promote their products and services through digital story telling
and ICT
 Train 80 representatives of local small, medium and micro
enterprises
 Design a mobile storytelling tourism application
 Assess the impact of mobile storytelling on tourist’s
learning, decision-making and attitudes and behavioural changes

23. Thanks for your attention
Any questions?
New Media in Education Laboratory, USI, Lugano
www.newmine.org
Marta Pucciarelli: marta.pucciarelli@usi.ch