This presentation was part of the SDT2012 - the 1st international conference on service design and tourism, Innsbruck/Austria, August 23-24, 2012. For more info on the conference and other presentations visit: www.sdt2012.com. All rights reserved by the author(s):
Martta Oliveira, Portugal
Copenhagen Business School
I am a half Portuguese half Finnish Masters student of Marketing in Copenhagen Business School. My professional work has been in an interactive digital agency, productivity and efficiency consultancy, and a service innovation consultancy. I am currently writing a thesis on guest behavior in Guest Houses and Bed and Breakfasts in Sintra, Portugal. Alongside my thesis I am working in other projects, namely applying service design tools in an online university in France and aiding with the service design and launch of a Bed and Breakfast in Finland.
Service Design in Tourism: The case of Bed and Breakfasts in Portugal
This presentation elaborates on the process of of gathering Service Design research for two Bed and Breakfasts in Sintra (Portugal), and on the conceptualization of a Service Innovation for them. The tools that have been used to redesign the service provided at Casa do Valle and Casa da Vista Bed and Breakfasts were: contextual interviews, customer journey maps, expectation maps, stakeholder maps, business model canvases, personas and service blue prints. In order to conclude in a statistically significant manner what the key attributes of a Bed and Breakfast are, alongside the Service Design research a self-administered questionnaire was distributed in various Bed and Breakfasts and similar lodgings in Sintra. This research was used to fortify and complement the exploratory Service Design research. The application of Service Design in these Bed and Breakfasts is gueared towards creating a more genuine and authentic portuguese experience for the guests. It does not only yield an overview of the service currently provided by them and the guests’ perception and expectation of the provided service, but also guides the owners of the lodgings in the implementation of an improved service concept.