7 September 2009 Service Design in Tourism
7 September 2009 Service Design in Tourism
7 September 2009 Service Design in Tourism
7 September 2009 Service Design in Tourism
7 September 2009 Service Design in Tourism
<ul><li>curse / blessing </li></ul>7 September 2009 Service Design in Tourism
7 September 2009 Service Design in Tourism poor product curse
<ul><li>good product </li></ul><ul><li>low marketing budget </li></ul><ul><li>blessing </li></ul>7 September 2009 Service ...
7 September 2009 Service Design in Tourism good product big marketing budget challenge
<ul><li>but.. </li></ul>7 September 2009 Service Design in Tourism
<ul><li>european tourism: </li></ul><ul><li>99% < 250 employees </li></ul><ul><li>94% < 6 employees </li></ul>7 September ...
<ul><li>tourism = SME </li></ul>7 September 2009 Service Design in Tourism * Pechlaner et al. 2004, Getz and Carlsen 2000,...
<ul><li>perceived </li></ul><ul><li>product </li></ul><ul><li>quality </li></ul>7 September 2009 Service Design in Tourism...
the tourism product gastronomy transportation leisure activities … accommodation arrival   departure 7 September 2009 Serv...
arrival   departure 7 September 2009 Service Design in Tourism A5 A6 A3 A4 A1 A2 B3 B4 B1 B2 C1 C2 D1 D2 … service provide...
arrival   departure 7 September 2009 Service Design in Tourism A3 B1 B3 C1 D1 A5 A6 A3 A4 A1 A2 B3 B4 B1 B2 C1 C2 D1 D2 … ...
7 September 2009 Service Design in Tourism arrival   departure A3 B1 B3 C1 D1
7 September 2009 Service Design in Tourism arrival   departure
7 September 2009 Service Design in Tourism arrival   departure pre-service post-service
<ul><li>$ </li></ul>7 September 2009 Service Design in Tourism arrival   departure pre-service post-service experiences ex...
7 September 2009 Service Design in Tourism
7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
<ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul>7 September 2009 Service Design in Tourism touc...
<ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul>7 September 2009 Servic...
<ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul>7 September 2009 Servic...
<ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul>7 September 2009 Servic...
<ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul...
<ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul...
<ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul...
Lobby +4 7 September 2009 Service Design in Tourism Restaurant +3 Room +5 Pool -4 Bar +1 Lobby +3 Restaurant +3 Room +4 Po...
7 September 2009 Service Design in Tourism Kindly supported by: Software design: Project funding: Marc Stickdorn [email_ad...
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Marc Sticdorn & Arne Osterom

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Marc Sticdorn & Arne Osterom

  1. 1. 7 September 2009 Service Design in Tourism
  2. 2. 7 September 2009 Service Design in Tourism
  3. 3. 7 September 2009 Service Design in Tourism
  4. 4. 7 September 2009 Service Design in Tourism
  5. 5. 7 September 2009 Service Design in Tourism
  6. 6. <ul><li>curse / blessing </li></ul>7 September 2009 Service Design in Tourism
  7. 7. 7 September 2009 Service Design in Tourism poor product curse
  8. 8. <ul><li>good product </li></ul><ul><li>low marketing budget </li></ul><ul><li>blessing </li></ul>7 September 2009 Service Design in Tourism
  9. 9. 7 September 2009 Service Design in Tourism good product big marketing budget challenge
  10. 10. <ul><li>but.. </li></ul>7 September 2009 Service Design in Tourism
  11. 11. <ul><li>european tourism: </li></ul><ul><li>99% < 250 employees </li></ul><ul><li>94% < 6 employees </li></ul>7 September 2009 Service Design in Tourism * EC 2003.
  12. 12. <ul><li>tourism = SME </li></ul>7 September 2009 Service Design in Tourism * Pechlaner et al. 2004, Getz and Carlsen 2000, Morrison et al. 1999, Thomas et al. 1999, Buhalis and Cooper 1998.
  13. 13. <ul><li>perceived </li></ul><ul><li>product </li></ul><ul><li>quality </li></ul>7 September 2009 Service Design in Tourism arrival departure
  14. 14. the tourism product gastronomy transportation leisure activities … accommodation arrival departure 7 September 2009 Service Design in Tourism service provider B service provider C service provider D … service provider A
  15. 15. arrival departure 7 September 2009 Service Design in Tourism A5 A6 A3 A4 A1 A2 B3 B4 B1 B2 C1 C2 D1 D2 … service provider A service provider B service provider C service provider D destination
  16. 16. arrival departure 7 September 2009 Service Design in Tourism A3 B1 B3 C1 D1 A5 A6 A3 A4 A1 A2 B3 B4 B1 B2 C1 C2 D1 D2 … service provider A service provider B service provider C service provider D destination
  17. 17. 7 September 2009 Service Design in Tourism arrival departure A3 B1 B3 C1 D1
  18. 18. 7 September 2009 Service Design in Tourism arrival departure
  19. 19. 7 September 2009 Service Design in Tourism arrival departure pre-service post-service
  20. 20. <ul><li>$ </li></ul>7 September 2009 Service Design in Tourism arrival departure pre-service post-service experiences expectations travel rating websites
  21. 21. 7 September 2009 Service Design in Tourism
  22. 22. 7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  23. 23. <ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul>7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  24. 24. <ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul>7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  25. 25. <ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul>7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  26. 26. <ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul>7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  27. 27. <ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul>7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  28. 28. <ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul>7 September 2009 Service Design in Tourism <ul><li>Restaurant </li></ul><ul><li>+3 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul>touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  29. 29. <ul><li>Lobby </li></ul><ul><li>+4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul>7 September 2009 Service Design in Tourism <ul><li>Restaurant </li></ul><ul><li>+3 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Room </li></ul><ul><li>+5 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Pool </li></ul><ul><li>-4 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul><ul><li>Bar </li></ul><ul><li>+1 </li></ul><ul><li>Description </li></ul><ul><li>Photo </li></ul><ul><li>Video </li></ul><ul><li>Audio </li></ul>… touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  30. 30. Lobby +4 7 September 2009 Service Design in Tourism Restaurant +3 Room +5 Pool -4 Bar +1 Lobby +3 Restaurant +3 Room +4 Pool -2 Bar +3 Lobby +2 Restaurant +4 Room +5 Bar -1 Lobby +5 Restaurant +4 Room +5 Pool -1 Bar +4 Lobby +1 Restaurant +3 Room +4 Pool -5 Lobby +3.0 Restaurant +3.4 Room +4.6 Pool -3.0 Bar +1.75 touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint
  31. 31. 7 September 2009 Service Design in Tourism Kindly supported by: Software design: Project funding: Marc Stickdorn [email_address] MCI Management Center Innsbruck Tourism Business Studies Weiherburggasse 8 A-6020 Innsbruck Austria

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