AI Tutors vs. Human Instructors: Perceptions of Higher Education Students in Hungary and Spain

Authors

DOI:

https://doi.org/10.21556/edutec.2024.89.3523

Keywords:

higher education, AI tutoring systems, Adaptive learning, Educational technology, Student perceptions

Abstract

Integrating AI-powered tutoring systems in higher education represents a significant advancement in educational technology, offering personalized and adaptive learning experiences. This study investigates the perceptions and expectations of higher education students in Hungary and Spain regarding AI tutors. Despite extensive research on the technological efficacy of AI systems, there is limited understanding of student attitudes in these specific cultural contexts. This research aims to fill this gap by exploring student expectations, satisfaction levels, and perceived benefits of AI tutors compared to human instructors. To achieve this, a validated questionnaire was administered to 184 higher education students from Hungary and Spain, capturing data on various dimensions of their expectations. The study's findings indicate that students appreciate the adaptability and continuous guidance provided by AI tutors, with Hungarian students showing higher overall expectations compared to their Spanish counterparts. These insights suggest that AI tutoring systems can enhance the learning experience by addressing individual student needs more effectively. The implications of this study are significant for higher education institutions seeking to integrate AI technologies.

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Author Biographies

Ahmad Hajeer, Budapest Business University (Hungary)

Dr. Ahmad Hajeer is an assistant professor at Budapest Business University, specializing in the fields of education and marketing. His research focuses on the marketing of higher education, with a particular interest in consumer behavior. With a background in pedagogy, applied linguistics and marketing, Dr. Hajeer brings an interdisciplinary approach to his work, integrating insights from communication, education, and marketing to explore the dynamics of consumer decision-making in educational settings. His recent publications reflect his commitment to advancing understanding in these areas.

Árpád Papp-Váry, Budapest Business University (Hungary)

Dr. Árpád Papp-Váry has been working in higher education for two decades. He is a habilitated associate professor at Hungary's largest business higher education institution, Budapest Business University, where he also serves as the head of the Marketing Master's Program. Additionally, he leads the Marketing and Tourism Program at the Doctoral School of Economics at Sopron University and is a senior researcher at the Center for Economic Geography and Urban Marketing at Neumann János University in Kecskemét. In addition to his academic roles, he works as a marketing consultant, helping companies with branding and international market entry. He has authored several monographs on branding and frequently appears as an expert in both professional and public media. Since 2013, he has served four terms as Vice President of the Hungarian Marketing Association. In 2023, he became a board member of the European Marketing Confederation.

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Published

30-09-2024

How to Cite

Hajeer, A., Papp-Váry, Árpád, & Pólya, Éva. (2024). AI Tutors vs. Human Instructors: Perceptions of Higher Education Students in Hungary and Spain. Edutec, Revista Electrónica De Tecnología Educativa, (89), 105–120. https://doi.org/10.21556/edutec.2024.89.3523

Issue

No. 89 (2024): SPECIAL SECTION: Artificial intelligence in the evaluation and personalization of learning

Section

Special issue: Artificial intelligence in the evaluation and personalization...

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