Service Design in Tourism

Geke will be presenting at this first international conference on service design thinking in the travel and tourism industry. The conference takes place on 23-24 August in Innsbruck. The topic of Geke’s talk is ‘Understanding drivers of customer journeys’. See the abstract below.

Understanding drivers of customer journeys
Contemporary travel is fragmented, even if you look at the customer journeys of one individual. Why is people’s behaviour not more consistent and predictable? The answer lies in the differences in the circumstances of each of these customer journeys, PhD research of one of the authors has found, based on UK field work on peoples travelling and holidays.

This principle has recently been applied in a study in The Netherlands, where the behaviour of train travellers was studied to understand how railway stations can create better services. In particular, the design of these services focuses on stations undergoing extensive upgrading works whilst fully functioning. Distinguishing between routine journeys such as commutes and incidental journeys such as holidays and day trips helped greatly to find opportunities for Service Design, design concepts and create prototypes.

This presentation will demonstrate the influence of peoples temporary circumstances on their customer journeys in general, illustrated through the train travellers study, and the opportunities this offers to Service Design.

Join us in Innsbruck, or follow the proceedings of the conference online

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