SDT2012 (P8.1): Strategic planning for destinations and service design thinking: a perfect match?

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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):

Jeroen Bryon, Belgium
ArrowMinded

Jeroen provides strategic support to Tourism Flanders in Belgium and the European Travel Commission. He is an assistant professor at the Master of Tourism at the University of Leuven (Belgium), where he teaches Urban Tourism. His company ArrowMinded delivers consultant services on the development and execution of innovative tourism strategies.

Strategic planning for destinations and service design thinking: a perfect match?
Within the field of strategic planning for tourism destinations, there is a lack of easy-to-apply models and methods. The ‘destination development canvas’ is a newly designed blueprint for tourism destination strategists. It is inspired by the business model canvas and by the EFQM model. It consists of ten modules that capture the complexity of tourist destination management and development, ranging from the destination’s identity, tourist attraction system and marketing to the tourists and their impacts. Also less obvious aspects are mapped such as the stakeholders’ capacities, visitor management, worldwide trends and the outbound industry and influentials in the target markets. The power of the ‘destination development canvas’ lies in its simplicity, its holistic approach and its development-orientation. It is entirely conceived by major service design thinking principles: user-centred, co-creation, sequencing, evidencing and holistic. The ‘destination development canvas’ was tested during a one week workshop in the Dong Van Karst Plateau, a Unesco Global Geopark in Vietnam. Methods from service design, such as moodboards, personas and customer journey mapping, were used to develop a strategic tourism action plan for the region. Based on this workshop, reflections on the use of service design thinking for strategic planning for destinations will be presented.

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SDT2012 (P8.1): Strategic planning for destinations and service design thinking: a perfect match?

  1. 1. strategic planning for destinations and service design thinking: a perfect match?Jeroen Bryon, ArrowMinded24th August 2012, SDiT Conference, Innsbruck
  2. 2. Elvira Aaron Otis2000 2004 2008 now
  3. 3. 2000 2004 2008 now
  4. 4. 2000 2004 2008 now
  5. 5. CONTEXT (trends) COMPETITORS Destination Stakeholders’ Destination Marketing Goals Identity Capacity (6C’s) capital V Outbound culture A Industry connectivity L creativity competency U Influentials A coopetition E D government, industry P D & civic society R E O D Tourist P DNA Attraction O S V legacy System (6A’s) I A attractions T L activities I Visitors accessibility O U amenities N E available packages ancillary services Visitor quality & experience Management enablers results impact© ArrowMinded monitoring
  6. 6. CONTEXT (trends) COMPETITORS Destination Stakeholders’ Destination Marketing Goals Identity Capacity (6C’s) capital, V Outbound destination development canvas culture, connection, creativity, A L U Industry A competency, Influentials coopetition E D  simple government, industry P D & civic society R E O D  targeted Tourist P DNA Attraction O S V legacy System (6A’s) I A attractions, activities, accessibility,  holisticT I O Visitors L U amenities, N E available packages, ancillary services Visitor quality & experience Management enablers results impact© ArrowMinded monitoring
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  8. 8. Huyen Thao is a beautiful girl. She lives withher ​parents in a small town of Hoa Binhprovince. She is a student at NorthwesternUniversity. Her hobby is to travel. But borninto a not wealthy family so she is not neverhad the chance to visit her favorite places,more affordable.Once in trip the same class, she knows someinformation about Dongvan geopark. Shewas surprised because near province her isfamous but unknown to her.So she started searching on google moreinformation for Dongvan geopark. This wayshe has discovered the secrets of Dongvangeopark. So she began to think about goingto visit Dongvan geopark.But she wonders how to get thereother,how far many Dongvan geopark andthere she will have contact with? She hasyet to find any accurate information at all.But if you can find out this informationwithout losing too much time, she can relyon to plan a trip to her Dongvan geopark.
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  16. 16. strategic planning for destinations and service design thinking: a perfect match?toolsprinciples  holistic  co-creative  evidencing  user-centred  sequencing
  17. 17. Yes, I do!
  18. 18. @jeroenbryonJeroen Bryonjeroenbryonjeroenbryon

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