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):
Jari Laitakari, Pöyry Finland Oy (Finland)
Jari Laitakari is a senior consultant with Pöyry consulting company, specializing in tourism sector. He has a versatile experience of over 25 years in tourism development from public and private sectors. In 2011 he completed tourism related eMBA studies in University of Lapland. Based in Rovaniemi, © Arctic Circle.
Service Chain Mapping of Turku – Tallinn Cultural Tourism 2011
Consulting company Pöyry Plc. conducted a service chain mapping for cultural tourism events and venues in Turku, Finland and Tallinn, Estonia in 2010 and 2011. Both the cities carried the title of European Capital of Culture in 2011. The customer service chain mapping was made in 2010 in two cultural events and two main cultural attractions. In summer 2010 there were two focus groups chosen to represent ordinary cultural tourism visitors. The focus groups in both the cities assisted small team of consultants in observing the service chain. In summer 2011 the scope of service chain mapping was widened. About 40 Cultural Tourism 2011 project participants were mapped out mainly using mystery shopping method. Based on mappings in 2010 the consultant created some components for training toolbox. Later, preparing for summer 2011, an e-learning tool was created in order to assist the cultural tourism service providers and their staff to identify and improve their service chains. Ideally the service chain identification from advance booking to after sales procedures should be made individually with hands-on approach. Service chain mapping is no fancy science, it is mainly customer orientation.