Effect of Creative Thinking Teaching on the Creativity of MICE College Students

—This study aims to explore the implementation of creative thinking teaching methods in the Introduction to MICE Industry and discovers the effect of the course on the creativity of college students. Based on this research, the researcher hopes to propose teaching strategies and specific suggestions that will help enhance the creativity of college students in the course design of the Introduction to MICE Industry. In order to effectively achieve the research purpose, the first phase of the research work focuses on the creation and revision of the literature on the creative thinking teaching, the establishment of research theory, the design and creative thinking teaching programs and testing tools. The second phase of the research focuses on the implementation of experimental teaching. The research objects of this study are freshmen in the Tourism College students in Hsinchu City, with a total amount of 100 students. The two groups were assigned as the experimental group and the control group. The experimental group will conduct an 16-week creative thinking teaching program, while the control group will conduct an 16-week traditional teaching program. The experimental method is pretest-posttest design. The students in the experimental group and the control group will be tested by the Abbreviated Torrance Test for Adults (ATTA) before and after the course. The data obtained will be tested by independent sample T to test whether there is a significant difference between the two independent data. Both groups of students will be required to film marketing films as the basis for evaluation. However, the experimental group students will select the Hsinchu Tumgmen Market as the theme to shoot marketing videos as a University Social Responsibility (USR) project. On the other hand, there is no restriction on the choice of the subject for the control group students. The creative marketing videos taken by the two groups of students after different teaching methods are scored by the method of Consensual Assessment Technique (CAT). Through the collection of qualitative data, the learning outcomes of creative thinking teaching and the learning response of students are presented.