The document discusses service design in tourism. It notes that most tourism businesses in Europe have fewer than 250 employees. The tourism product involves various aspects from arrival to departure like accommodation, transportation, food, and leisure activities. Customer experience and perceptions are shaped by interactions across multiple touchpoints along the customer journey. Touchpoints refer to interfaces where customers interact with service providers and can be evaluated and improved through design.

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7. 7 September 2009 Service Design in Tourism poor product curse

9. 7 September 2009 Service Design in Tourism good product big marketing budget challenge

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. 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. 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. 7 September 2009 Service Design in Tourism arrival departure A3 B1 B3 C1 D1

18. 7 September 2009 Service Design in Tourism arrival departure

19. 7 September 2009 Service Design in Tourism arrival departure pre-service post-service

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22. 7 September 2009 Service Design in Tourism touchpoint touchpoint touchpoint touchpoint touchpoint touchpoint

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. 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