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SITI HAJAR BINTI ZAKARIAH ACULTY OF HOTEL AND TOURISM MANAGEMENT, UITM Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism.

Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

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BySiti Hajar binti ZakariahFaculty of Hotel and Tourism ManagementUiTM

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Page 1: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

S I T I H A J A R B I N T I Z A KA R I A HFA C U LT Y O F H O T EL A N D T O U R I SM

M A N A G E M E N T, U I T M

Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism.

Page 2: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Presentation Outline2

Key wordsIntroductionLiterature reviewThe issuesThe gapConclusion

Page 3: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Key words3

Contextual Teaching and Learning (CTL) CTL is a learning concept that helps teacher connects the learning material to the real

condition of the student and encourages students to use their own knowledge in their daily life (Johnson,2002).

Agro tourism Refers to tourism activities involving agriculture in rural areas in groups or individually for

pleasure, education and local culture activities (Fahmi et al, 2013; Gil Arroyo et al., 2013 and Muhammad et al., 2012b)

Farm based tourism Refers to visitation tended to emphasis the farm stay and romanticism of the countryside. It is

a form of rural tourism , more varied and become more difficult to describe (Own & Me, 2010) Farm diversification

Refers to a diversion to find other income rather than committed to conventional agriculture only (Own & Me, 2010)

Page 4: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Introduction4

Tourism industry is the second largest contributor that gives effect to Malaysia (Fahmi et al,2013).

Tourism particularly ecotourism in developing countries reflects richness of natural and cultural capital and it is a source of revenue for indigenous and rural communities (Jaafar et al., 2013)

Rural tourism usually associated with agro-tourism or farm tourism and national park and wilderness (Jaafar et al., 2013)

Agro tourism is among rural tourism that allows travelers to experience the life of a farmer as well as visit the farms (Kunasekaran, Ramachandran & Shuib, 2011)

Tourism industry gives benefits like foreign-exchange inflows, employment and diversification of individual income, improve economic structure and increase standard of living (Jaafar et al., 2013)

Page 5: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Literature Review5

Contextual Teaching and Learning (CTL) The contextual approach is a learning philosophy that

emphasizes students’ interest and experiences (Satriani, Emilia, & Gunawan, 2012).

Based on Piagetian constructivism, cognitive constructivist see the students construct their own meaning of reality (Porcaro, 2011).

This approach to learning and teaching assumes that the mind naturally seeks meaning in context that is, in relation to the person’s current environment and that it does so by searching for relationships that make sense and appear useful.

Page 6: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Literature Review6

Agro tourism Agro tourism is an alternative tourism product where

tourists will pay a sum of money as resident guest or day trippers to experience recreational activities and know-how life with the farming community (Fahmi et al., 2013)

Agro tourism gives benefits likes reduced the unemployment and rural migration among youngster.

Page 7: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Literature Review7

Entrepreneurship in tourism

In general, entrepreneurship is the initiative to change through new creation and innovation that bear by risk (Zhao, Rithchie & Echtner, 2011)

The term “entrepreneur’ carries certain connotations regarding the risk-taking, ambitious and possibly innovative or creative characteristic s of business owners..

Entrepreneurial skills can either be learned and experientially acquired or it can be manipulate from a certain strategic measures like business education (Gibb, 1988, 1998; Ismail & Ahmad, 2013)

However, not all tourism businesses are good in entrepreneurial or innovative (Bosworth & Farrell, 2011)

Page 8: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Literature Review8

Farm based tourism The transition from ‘tourism on farms’ to ‘farm

tourism’ and they suggest on various factors such as the level of marketing, competition, entrepreneurship and investment and the level of tourism versus agricultural income (Own & Me, 2010).

Page 9: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Literature Review9

Farm diversification The farm diversification into tourism demands a major changes

because it requires new abilities and capabilities that persuade mentality and identity (Brandth & Haugen, 2011).

Farm diversification previously is seen as a challenge to farmers and their identity against this change because they want to maintain their status and identity (Own & Me, 2010).

However, some studies found that farmer’s identity are not unaffected by diversification. It is because for example, entrepreneurial identity will fit well with how farmers conceive of themselves.

Page 10: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

The Issues10

Growing and strengthening agro tourism in Malaysia is important to support our tourism industry.

This is evident from previous study found that majority of the local community keenly to participate in agro tourism either directly or indirectly.

However, these opportunities are dependent on the government on how to improve the level of confidence of the participants to ensure the successful agro-tourism projects besides increase their participation (Fahmi et al., 2013).

Many studies have been done on the perception and impact of agro-tourism, study on the perception of farmers on agro-tourism is less which result of lack of knowledge and theoretical framework (Kunasekaran et al., 2011).

Page 11: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

The Gaps11Few questions arises from the scholar:

There is a gap like awareness and entrepreneurial knowledge were not found in literature (Kunasekaran et al., 2011).

Do the local population willing and capable to participate in the intended tourism activities? (Jaafar, Kayat, Tangit, & Yacob, 2013b).

There are great concerns among nations about the potential loss both entrepreneurial knowledge and awareness about farm based tourism.

There are a few studies on tourism entrepreneurship and small businesses in the tourism industry (Jaafar, Abdul-Aziz, Maideen, & Mohd, 2011)

Therefore, some empirical evidence on this issue needs to be explored.

Page 12: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

Conclusion12 Factors like awareness and entrepreneurial knowledge would be beneficial

for an investigation of general perception of the local community on tourism.

However, these factors were not found in literature because most studies concentrated only on the impacts of tourism.

To date, entrepreneurial knowledge among the farmers and the hospitality awareness has not been widely researched. In fact, there have been limited comprehensive studies on the entrepreneurial knowledge and hospitality awareness among the farmers in Malaysia.

The proposed study will indirectly create awareness in society, the media, institutions, government and related authorities, of the importance of educate the local community with the entrepreneurial knowledge and increase hospitality awareness by using the new method of teaching and learning which is contextual teaching and learning.

Page 13: Contextual Teaching and Learning Enhance Entrepreneurial Knowledge and Hospitality Awareness of Agro-Tourism

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Thank you.