20120725 "value co-creation in tourism" in the 1st conference on human side of service...

Value co-creation in tourism:Incorporating non-expert's design

into expert's design activities

25th, July 20121st Conference on Human Side of Service Engineering

The University of Tokyo Tatsunori HARASatoshi SHIMADAKazuhiro AOYAMA

Tokyo Metropolitan University Yohei KURATANaoto YABEYoshiaki HOMPO

In my Ph.D …

A CAD system for service innovation Service offerings can be designed

as well as products by utilizing engineering design methods

Fully-designed services by provider

2

Design review & consensus bld.

Persona A

Persona B

Persona C

Designwizard

DesignoperationsService

cases

Outline

Modeling

Subjectivity & CS evaluationEvaluation

Creative design & imprvm. designDesign aids

Conflict detection & TRIZ

Servicecases

Service1

Service 3

Service 2

Analogical reasoning

Hara et al. “A CAD system for service innovation: integrated representation of function, service activity, and product behavior”, Journal of Eng. Design, 20/4, 2009.

Contents

Background Toward a tourism-oriented nation “Japan” Packaged tours and Free Individual Travels (FITs)

Challenges in the Project Rosetta Proposed eco-system of tourism services Research maps of the project Rosetta

Research elements Survey of tourists activities using GPS logger Two computerized systems for expert design and

co-creative design Analysis of “designed by non-expert’s”

Conclusion

3

Toward a tourism-oriented nation “Japan”<Goal> Num. of foreign tourists: 9 M 30 M until 2025 !!!JTB Corporation (The biggest travel agency in Japan) has been sending many Japanese tourists abroad by

designing packaged tours

4

• Packaged tours Free Individual Travels (FITs)• How to attract increasing foreign tourists while taking

advantage of acquired skills on packaging tours?

Value co-creation with FITs is indispensable

Packaged tour ≒ product designed by expert5

Production by provider

AssemblyAssemblyMarketing gConceptdesign

Full design by expert

InstallationInstallation T kTake-backRepairMnfcrng.Part

Mnfcrng.

Productiong

Productiondesign

Qualitycontrol

gDetaildesign Use

Stable use processes

(1) Fully-designed structure of product

(2) Stable structure through use processes

(3) Measurement ofcustomer satisfaction

Sales

Feed back

Processes

Structure

Free individual travel ≒ co-creative service6

AssemblyAssemblyMarketing a oConfigu-rationg

Conceptdesign

AssemblyAssembly

AttentionAttention

Preparation designby expert

Varied useprocesses

Search

InstallationInstallation Use

Action

CCheck-in

PerceivePerceive

ConfigureConfigure

Personalizing designby non-expert

Arrange

Share Share

G kGet-backR fi-gurationReconfi-gurationMnfcrng.

PartMnfcrng.

Productiong

Productiondesign

Qualitycontrol

gDetaildesign

(2) Customer defines personalized structure

(3) Collecting design data, usage data, and CS

Processes

Structure(1) Architecture and/or platform

≒ individual travel withtour planning service

Needs

Proposed eco-system of tourism services7

Interactive tour planning system for travelers

Design support system of tour lineup for experts

Classification data of tourists

Data of round trip & duration of stay

Evaluation data of tourist attractions

Sales dataCS data

A large amountof itinerary data

Long tail

More

Less

Continuouslearning

Continuouslearning

Goodsoriented

Masscustomization

PersonalizationMass production

Prearrangedpackage tours Tour planning

service

Custom madeoptional tours

Users of packaged tours

Free Individual Travelers

Serviceoriented

Project Rosetta(Research on Service Eng. for Tourists and Travel Agencies)

8

Modularization& synthesis

How touristscognize & behave

What tourists makeWhat tourists buy

How tourist attractionsare evaluated

Interactive tourplanning system

for tourists

Early studieson tourism

Evaluation criteriaby analyzing

word-of-mouth

system of tour lineupDesign support

system of tour lineupfor experts

Analysis of “designed bytourists”: dynamics of customers

expectation over time


expectation over timeExp

erts

min

dset

(cus

tom

ers

as s

ubje

cts

)

(cus

tom

ers

as p

artn

ers)

Par

ticip

ator

y m

inds

et

Design thinking

Analytical thinking

MassPersonalization

methodologyNew design

methodologyEvaluation of

tourist attractions

Survey of tourist activitesusing GPS logger

with operational constraintsTour service modeling

with operational constraints


9






for tourists



word-of-mouth







erts

min

dset

(cus

tom

ers

as s

ubje

cts

)

(cus

tom

ers

as p

artn

ers)

Par

ticip

ator

y m

inds

et

Design thinking

Analytical thinking

MassPersonalization



tourist attractions

Survey of tourist activitiesusing GPS logger



Survey of FITs’ activities using GPS logger Collected about 450 person-day data on tourists activities

in Tokyo

10

Network analysisKernel density

SawanoyaRyokan

Keio PlazaHotel

Obtained basic classifications of tourists for design support


11






for tourists



word-of-mouth







erts

min

dset

(cus

tom

ers

as s

ubje

cts

)

(cus

tom

ers

as p

artn

ers)

Par

ticip

ator

y m

inds

et

Design thinking

Analytical thinking

MassPersonalization



tourist attractions

Survey of tourist activitiesusing GPS logger



Analysis of “designed by tourists”12

• Foreign tourists show higher variance of expectations than domestic tourists• Adaptive planning supports according to temporal distance may be useful

0 10 20 30 40 50 60 70

Japanese way of lifeCommunication/exchange with locals

Culture, EventsJapanese hospitality

Local guidanceLocal tours

Public transitLodgings

FoodShopping

Theme parks, Zoos, AquariumsMuseums, Industrial sightseeing

Natural scenery, Appreciating the four seasonsHistory, Traditional scenery, Temples/shrines

Downtown areas, Cityscapes

When planning to visit Japan Right before visiting Japan During stay in Japan[%]

Dynamics of customer’s expectation on design target over time

Travel ExperienceSightseeing& hospitalityServices for sightseeing

Transit, shopping,food, and lodgings

Touristattractions

When planning to visit Japan Right before visiting Japan During stay in Japan


13



Interactive tourplanning systemInteractive tour

planning systemfor tourists



Design thinking

MassPersonalization

Primary focus Expert design Co-creative design

Secondary focus Consensus building system Marketing tool

Users Travel agencies Free individual travelersModel Detailed & multi-layered Simple & intuitive

Num. of tours Multiple Single

Interactive tour planning system for tourists CT-Planner [Kurata 2010, 2011]

High flexibility in personalizing travel plans Co-creating process to gradually capture both explicit and

implicit needs of free individual travelers

14

Travel period

Five travel preferences

Recommended planunder current conditions

Design support system of tour lineup for experts (1)

Variation design / modular design in manufacturing industry

15

too many

no definition

standard

very poor

(a) As is: current structure (b) To be: mass customization

selected

pre-defined

customized

Tourismattractions

Modules

Packaged tours

Knowledge onforeign tourists

Wellunderstood

●Packaged tours and optional tours●Mass customization

Design support system of tour lineup for experts (2) Designing and evaluating tour lineup on the computer

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1.Model current tours 2. Select a change strategy 3. Derive all possible tours

The number of tours: 3 e.g.) resource consolidation

Place

Activity

Enabler Cutting costs by using same

resources

The number of tours: 3 ×3 = 9

New tour line-up αツアーAツアーBツアーC …

New tour line-up βツアーAツアーBツアーC …

New tour line-up γNew tour line-up δ

Tour ATour BTour C …

4. Configure tour line-ups

Cost

Customer satisfaction

Lowestcost

Higher customersatisfaction

0

50

100

150

0 500000 1000000 1500000

5. Evaluate tour line-ups

The besttour line-up

Conclusion Value co-creation b/w travel agency and tourists Eco-system of tourism, capturing the needs of both packaged

tours and tour planning services (i.e., products and services) Engineering method and system for each approach

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Valueco-creation

Customer experience

Design and production

Thank you for your attentionAcknowledgement

This research is supported by Service Science, Solutions and Foundation Integrated Research Program, Research Institute of Science and Technology for Society (RISTEX), Japan Science and Technology Agency (JST). http://www.ristex.jp/servicescience/EN/index.html

Related papers

T. Hara and T. Arai, Encourage non-designer's design: sustainable value creation in manufacturing products and services. CIRP Annals -Manufacturing Technology, Vol. 61/1, (ISSN 1660-2773) pp.171-174, 2012.

T. Hara, K. Aoyama, Y. Kurata, and N. Yabe: Service Design in Tourism: Encouraging a cooperative relationship between professional design and non-professional design, Global Perspectives on Service Science - Japan Chapter, Springer (to be published in 2012).

Contacts

[email protected]

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20120725 "value co-creation in tourism" in the 1st conference on human side of service...

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