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20120725 "Value Co-creation in Tourism" in the 1st Conference on Human side of Service Engineering

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Tatsunori Hara
Tatsunori Hara

This document discusses a research project that aims to incorporate non-expert tourists' designs into expert travel agencies' design of tourism services. It proposes an ecosystem where mass-produced packaged tours evolve to allow more customization and personalization through interactive tour planning systems. This would help attract more independent travelers while leveraging expertise in tour design. The project involves developing design support systems for travel experts and interactive planning tools for tourists to facilitate co-creative design. It also analyzes tourist activity data and "designs by non-experts" to continuously improve services.

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Value co-creation in tourism: Incorporating non-expert's design into expert's design activities 25th, July 2012 1st Conference on Human Side of Service Engineering The University of Tokyo Tatsunori HARA Satoshi SHIMADA Kazuhiro AOYAMA Tokyo Metropolitan University Yohei KURATA Naoto YABE Yoshiaki HOMPO
In my Ph.D ¡­ 2 A CAD system for service innovation ? Service offerings can be designed Design aids Creative design & imprvm. design as well as products by utilizing engineering design methods ? Fully-designed services by provider Service Design operations Conflict detection & TRIZ cases Hara et al. ¡°A CAD system for service innovation: integrated Design Service 1 representation of function, service activity, and product behavior¡±, wizard Service Journal of Eng. Design, 20/4, 2009. Outline cases Service Service 2 3 Modeling Design review & consensus bld. Analogical reasoning Evaluation Subjectivity & CS evaluation Persona A Persona B Persona C
3 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
4 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 ? 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
5 Packaged tour ¨P product designed by expert Processes Production by provider Production design g Concept Detail Part Marketing Assembly Installation Use Repair T Take-back k design g design g Mnfcrng. Quality Full design by expert control Stable use processes Structure Sales (2) Stable structure (1) Fully-designed through use processes structure of product (3) Measurement of Feed back customer satisfaction
6 Free individual travel ¨P co-creative service Processes Personalizing design Varied use by non-expert processes ¨P individual travel with tour planning service Attention Check-in Production Search Perceive g design Assembly Action Concept Detail Part Configu Reconfi R fi Marketing Assembly Installation Use Get-back G k g design design g Mnfcrng. -ration a o -guration Quality Arrange Configure Preparation design control Share Share by expert Structure (2) Customer defines personalized structure (1) Architecture and/or platform (3) Collecting design data, usage data, and CS
7 Proposed eco-system of tourism services More Mass production Mass Personalization customization Long tail Less Needs Free Individual Travelers Users of packaged tours Sales data A large amount CS data of itinerary data Prearranged Custom made Goods package tours Tour planning Service optional tours oriented service oriented Design support system Interactive tour planning of tour lineup for experts system for travelers Evaluation data of Classification Data of round trip Continuous tourist attractions data of tourists & duration of stay Continuous learning learning
Project Rosetta 8 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour system of tour lineup Mass (customers as subjects ) & synthesis (customers as partners) planning system for experts Participatory mindset Personalization for tourists Experts mindset Tour service modeling with operational constraints New design methodology Evaluation of Analysis of ¡°designed by tourist attractions tourists¡±: dynamics of customers expectation over time Evaluation criteria Early studies by analyzing Survey of tourist activites on tourism word-of-mouth using GPS logger How tourist attractions How tourists are evaluated cognize & behave Analytical thinking
Project Rosetta 9 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour system of tour lineup Mass (customers as subjects ) & synthesis (customers as partners) planning system for experts Participatory mindset Personalization for tourists Experts mindset Tour service modeling with operational constraints New design methodology Evaluation of Analysis of ¡°designed by tourist attractions tourists¡±: dynamics of customers expectation over time Evaluation criteria Early studies by analyzing Survey of tourist activities on tourism word-of-mouth using GPS logger How tourist attractions How tourists are evaluated cognize & behave Analytical thinking
10 Survey of FITs¡¯ activities using GPS logger ? Collected about 450 person-day data on tourists activities in Tokyo Kernel density Network analysis Sawanoya Ryokan Keio Plaza Hotel Obtained basic classifications of tourists for design support
Project Rosetta 11 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour system of tour lineup Mass (customers as subjects ) & synthesis (customers as partners) planning system for experts Participatory mindset Personalization for tourists Experts mindset Tour service modeling with operational constraints New design methodology Evaluation of Analysis of ¡°designed by tourist attractions tourists¡±: dynamics of customers expectation over time Evaluation criteria Early studies by analyzing Survey of tourist activities on tourism word-of-mouth using GPS logger How tourist attractions How tourists are evaluated cognize & behave Analytical thinking
12 Analysis of ¡°designed by tourists¡± ? Dynamics of customer¡¯s expectation on design target over time When?planning?to?visit?Japan When?planning?to?visit?Japan Right?before?visiting?Japan Right?before?visiting?Japan During?stay?in?Japan During?stay?in?Japan [%] 0 10 20 30 40 50 60 70 Travel Experience Japanese way of life Communication/exchange with locals Sightseeing Culture, Events & hospitality Japanese hospitality Services for Local guidance sightseeing Local tours Public transit Transit, shopping, Lodgings food, and lodgings Food Shopping Tourist Theme parks, Zoos, Aquariums Museums, Industrial sightseeing attractions Natural scenery, Appreciating the four seasons History, Traditional scenery, Temples/shrines Downtown areas, Cityscapes ? Foreign tourists show higher variance of expectations than domestic tourists ? Adaptive planning supports according to temporal distance may be useful
Project Rosetta 13 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour & synthesis Mass system of tour lineup Personalization planning system for experts for tourists Primary focus Expert design Co-creative design Consensus building Secondary focus Marketing tool system Users Travel agencies Free individual travelers Model Detailed & multi-layered Simple & intuitive Num. of tours Multiple Single
14 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 Travel period Five travel preferences Recommended plan under current conditions
15 Design support system of tour lineup for experts (1) ? Variation design / modular design in manufacturing industry ¡ñMass customization ¡ñPackaged tours and optional tours Knowledge on very poor Well foreign tourists understood Packaged tours standard customized Modules no definition pre-defined Tourism too many attractions selected (a) As is: current structure (b) To be: mass customization
16 Design support system of tour lineup for experts (2) ? Designing and evaluating tour lineup on the computer 1.Model current tours 2. Select a change strategy 3. Derive all possible tours The number of tours: 3 e.g.) resource consolidation The number of tours: 3 ¡Á3 = 9 Place Activity Enabler Cutting costs by using same resources 5. Evaluate tour line-ups 4. Configure tour line-ups Customer New tour line-up ¦Á satisfaction 150 ¥Ä¥¢©`A New tour line-up ¦Â The best 100 ¥Ä¥¢©`B ¥Ä¥¢©`A New tour line-up ¦Ã ¥Ä¥¢©`C ¡­ ¥Ä¥¢©`B tour line-up 50 Higher customer New tour line-up ¦Ä ¥Ä¥¢©`C ¡­ satisfaction Tour A Lowest 0 0 500000 1000000 1500000 Cost Tour B cost Tour C ¡­
17 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 Value co-creation Design and Customer production experience
18 Thank you for your attention Acknowledgement ? 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 ? hara_tatsu@race.u-tokyo.ac.jp

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20120725 "Value Co-creation in Tourism" in the 1st Conference on Human side of Service Engineering

  • 1. Value co-creation in tourism: Incorporating non-expert's design into expert's design activities 25th, July 2012 1st Conference on Human Side of Service Engineering The University of Tokyo Tatsunori HARA Satoshi SHIMADA Kazuhiro AOYAMA Tokyo Metropolitan University Yohei KURATA Naoto YABE Yoshiaki HOMPO
  • 2. In my Ph.D ¡­ 2 A CAD system for service innovation ? Service offerings can be designed Design aids Creative design & imprvm. design as well as products by utilizing engineering design methods ? Fully-designed services by provider Service Design operations Conflict detection & TRIZ cases Hara et al. ¡°A CAD system for service innovation: integrated Design Service 1 representation of function, service activity, and product behavior¡±, wizard Service Journal of Eng. Design, 20/4, 2009. Outline cases Service Service 2 3 Modeling Design review & consensus bld. Analogical reasoning Evaluation Subjectivity & CS evaluation Persona A Persona B Persona C
  • 3. 3 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
  • 4. 4 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 ? 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
  • 5. 5 Packaged tour ¨P product designed by expert Processes Production by provider Production design g Concept Detail Part Marketing Assembly Installation Use Repair T Take-back k design g design g Mnfcrng. Quality Full design by expert control Stable use processes Structure Sales (2) Stable structure (1) Fully-designed through use processes structure of product (3) Measurement of Feed back customer satisfaction
  • 6. 6 Free individual travel ¨P co-creative service Processes Personalizing design Varied use by non-expert processes ¨P individual travel with tour planning service Attention Check-in Production Search Perceive g design Assembly Action Concept Detail Part Configu Reconfi R fi Marketing Assembly Installation Use Get-back G k g design design g Mnfcrng. -ration a o -guration Quality Arrange Configure Preparation design control Share Share by expert Structure (2) Customer defines personalized structure (1) Architecture and/or platform (3) Collecting design data, usage data, and CS
  • 7. 7 Proposed eco-system of tourism services More Mass production Mass Personalization customization Long tail Less Needs Free Individual Travelers Users of packaged tours Sales data A large amount CS data of itinerary data Prearranged Custom made Goods package tours Tour planning Service optional tours oriented service oriented Design support system Interactive tour planning of tour lineup for experts system for travelers Evaluation data of Classification Data of round trip Continuous tourist attractions data of tourists & duration of stay Continuous learning learning
  • 8. Project Rosetta 8 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour system of tour lineup Mass (customers as subjects ) & synthesis (customers as partners) planning system for experts Participatory mindset Personalization for tourists Experts mindset Tour service modeling with operational constraints New design methodology Evaluation of Analysis of ¡°designed by tourist attractions tourists¡±: dynamics of customers expectation over time Evaluation criteria Early studies by analyzing Survey of tourist activites on tourism word-of-mouth using GPS logger How tourist attractions How tourists are evaluated cognize & behave Analytical thinking
  • 9. Project Rosetta 9 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour system of tour lineup Mass (customers as subjects ) & synthesis (customers as partners) planning system for experts Participatory mindset Personalization for tourists Experts mindset Tour service modeling with operational constraints New design methodology Evaluation of Analysis of ¡°designed by tourist attractions tourists¡±: dynamics of customers expectation over time Evaluation criteria Early studies by analyzing Survey of tourist activities on tourism word-of-mouth using GPS logger How tourist attractions How tourists are evaluated cognize & behave Analytical thinking
  • 10. 10 Survey of FITs¡¯ activities using GPS logger ? Collected about 450 person-day data on tourists activities in Tokyo Kernel density Network analysis Sawanoya Ryokan Keio Plaza Hotel Obtained basic classifications of tourists for design support
  • 11. Project Rosetta 11 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour system of tour lineup Mass (customers as subjects ) & synthesis (customers as partners) planning system for experts Participatory mindset Personalization for tourists Experts mindset Tour service modeling with operational constraints New design methodology Evaluation of Analysis of ¡°designed by tourist attractions tourists¡±: dynamics of customers expectation over time Evaluation criteria Early studies by analyzing Survey of tourist activities on tourism word-of-mouth using GPS logger How tourist attractions How tourists are evaluated cognize & behave Analytical thinking
  • 12. 12 Analysis of ¡°designed by tourists¡± ? Dynamics of customer¡¯s expectation on design target over time When?planning?to?visit?Japan When?planning?to?visit?Japan Right?before?visiting?Japan Right?before?visiting?Japan During?stay?in?Japan During?stay?in?Japan [%] 0 10 20 30 40 50 60 70 Travel Experience Japanese way of life Communication/exchange with locals Sightseeing Culture, Events & hospitality Japanese hospitality Services for Local guidance sightseeing Local tours Public transit Transit, shopping, Lodgings food, and lodgings Food Shopping Tourist Theme parks, Zoos, Aquariums Museums, Industrial sightseeing attractions Natural scenery, Appreciating the four seasons History, Traditional scenery, Temples/shrines Downtown areas, Cityscapes ? Foreign tourists show higher variance of expectations than domestic tourists ? Adaptive planning supports according to temporal distance may be useful
  • 13. Project Rosetta 13 (Research on Service Eng. for Tourists and Travel Agencies) Design thinking What tourists buy What tourists make Design support Modularization Interactive tour & synthesis Mass system of tour lineup Personalization planning system for experts for tourists Primary focus Expert design Co-creative design Consensus building Secondary focus Marketing tool system Users Travel agencies Free individual travelers Model Detailed & multi-layered Simple & intuitive Num. of tours Multiple Single
  • 14. 14 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 Travel period Five travel preferences Recommended plan under current conditions
  • 15. 15 Design support system of tour lineup for experts (1) ? Variation design / modular design in manufacturing industry ¡ñMass customization ¡ñPackaged tours and optional tours Knowledge on very poor Well foreign tourists understood Packaged tours standard customized Modules no definition pre-defined Tourism too many attractions selected (a) As is: current structure (b) To be: mass customization
  • 16. 16 Design support system of tour lineup for experts (2) ? Designing and evaluating tour lineup on the computer 1.Model current tours 2. Select a change strategy 3. Derive all possible tours The number of tours: 3 e.g.) resource consolidation The number of tours: 3 ¡Á3 = 9 Place Activity Enabler Cutting costs by using same resources 5. Evaluate tour line-ups 4. Configure tour line-ups Customer New tour line-up ¦Á satisfaction 150 ¥Ä¥¢©`A New tour line-up ¦Â The best 100 ¥Ä¥¢©`B ¥Ä¥¢©`A New tour line-up ¦Ã ¥Ä¥¢©`C ¡­ ¥Ä¥¢©`B tour line-up 50 Higher customer New tour line-up ¦Ä ¥Ä¥¢©`C ¡­ satisfaction Tour A Lowest 0 0 500000 1000000 1500000 Cost Tour B cost Tour C ¡­
  • 17. 17 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 Value co-creation Design and Customer production experience
  • 18. 18 Thank you for your attention Acknowledgement ? 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 ? hara_tatsu@race.u-tokyo.ac.jp