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 ≒ 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 ≒ co-creative service
Processes Personalizing design Varied use
by non-expert processes
≒ 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
●Mass customization ●Packaged 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 ×3 = 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 α
satisfaction 150 ツアーA
New tour line-up β
The best 100 ツアーB
ツアーA
New tour line-up γ
ツアーC …
ツアーB
tour line-up 50 Higher customer New tour line-up δ
ツアー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