TOURIST MEETING LOCAL PEOPLE SERVICE
ADX7010 Practice and Public Presentation SADI MDes CARDIFF Met. !Yeji Jung
the networking-driven service
II.Background
I. Project Brief
III.Context
! # Focus A : Literature reviews
A.1 Literature reviews
! # Focus B : Data collecting
B.1 In-depth interview
B.2 Data Analysis
1) Open coding
2) Axial coding
3) Selective coding
4) Discussion
5) Conclusion
6) Additional investigation
!
!
!
!
IV. Development -Concept Model
1) Concept Model process
2) Service Concept!!!
V. Delivery -Service Design
1) Information Architecture
2) GUI design - Wireframe
3) Service Scenario
!VI. References
INDEX
1. Investigate a current sharing accommodation service market to improve the service !2. Propose the new travel experience which can make a developed-communication
between host and guest
Research Aim
Research Question
1. What is the experiences(functions) that information in the sharing accommodation service is gotten a credibility from tourist?
!2. What it is the point to feel a friendliness when tourist communicates with host ?
Project Brief1 Background Context Development Delivery
The origin of travel is ‘travail’ which means pain and hardship.
It means that travel can be learned by going through different with routine
but these days, after generalizing travel, It is focused on consumption.
!A lot of travel information in the internet introduces shopping list in other
country and what you can buy with cheap price in duty free shop.
!
In additional, many tourist is turning their attention from ‘where’ to ‘what
they do’ along with subdivided travel purpose.
!
Therefore, Sharing accommodation service is growing up as a valuable
alternative. It has the advantages in aspect of culture exchange than
general packaging travel types. They can learn from staying with local
people. It gives the chance to participate in local life during short time by
sharing some place with local people. It could be make an enrich travel.
< why sharing accommodation service arise in travel industry >
include the meaning of
Connection
economical emotional
Sharing Economy
collaborative consumption
Reasonable price
Exchanging culture
Sharing accommodation
service
2014.01.03 Joongang Daily [ Travel abroad history ]
2 Background Context Development DeliveryProject brief
Through the survey,
Local life experience is a low rank
as the satisfaction elements of travel
and current this service-experienced person
is a not high percentage
!but 48% tourists have very positive opinion to use sharing
accommodation service in the future.
!!
In short,
Even though tourist have positive opinion
to use this service
and have the time to meet local people,
It is a lack of opportunities to meet
and have enough communication with local people for tourist.
0
15
30
45
60
Landscape Reasonable price Good companionLandscape Food Price Safety partner lodging
Experience local life
Sharing accomodation service Experience
intention
17%
37%42%
5%very interestinginterestingno matternot interesting
Experience Sharing accomodation
service
Have don’t have
2 Background Context Development DeliveryProject brief
How can it be offered the opportunity
to meet and exchange
a valuable culture between tourist and local people
and
What does it need to encourage
to take the essential of travel in this service area??
Research Focus,
2 Research Focus Context Development DeliveryProject brief
WHAT IS SHARING ACCOMMODATION SERVICE?
1. Connection all around home in the internet
2. Local people register their residential space online
3. Rent or offer the space for free with tourist
4. Tourist can experience real-culture by staying in their home
2 Research Focus Context Development DeliveryProject brief
Physiological
Safety
Love/belonging
Esteem
Self-!actualization
Maslow’s hierarchy of needs
Relax
stimulus
Relationship
Self!Development
Achieve-ment
The number of travel
Ryan’s hierarchy of travel experience
• Limited budget!• Wide movement radius !• Many direct meeting with local people ! try to melt in local life pro-cultural!• Needs to experience other culture by
participating,observation,
Drifter!Explorer
Backpacker Growth needs : Self Actualization/EsteemLearn,Explore,Discovery,!Get information,Use own ability
interpersonal needs (belonging)
Context - #Focus A : A.1 Literature reviews Development DeliveryProject brief Background 3
= Typical interaction is ‘CONVERSATION’
From the aspect of Symbolic interactionism,
an individual wants to achieve their purpose
by interaction with others
!
Manis & Meltzer referred
that symbolic interactionism is based on
the importance of cognition, interaction,
spontaneous will, group and so on.
Context - #Focus A : A.1 Literature reviews Development DeliveryProject brief Background 3
• Conversation is not just send message. it is the process to exchange an diverse influences between human and human.
• The result of conversation can be negative but Starting of conversation is not from negative emotion.
• Conversation included meeting with no purpose, exchange thinking and sharing the view of something. They are chat, joke, story, discussion and argument.
• People develop human relationship by sharing time and place with others and through conversation.
• Conversation has the meaning to enjoy exchanging with others and ‘I’ make a form of self through conversation.
• Mead(1913) analysis human relationship in the aspect of human interaction, he said that self is developed in dealing with other people.
• Stets(2007) referred that people understand themselves from others and environment.
Why conversation make you happy http://tefnut.tistory.com/m/post/23
(J.H Kim, 2005; Trade, 1899/1989)
(Goldsmith & Baxter, 1996)
(Stets, 2007; Striker & Burke, 2000)
Study about functions of conversation
Context - #Focus A : A.1 Literature reviews Development DeliveryProject brief Background 3
Grounded Theory
Understanding service context
Realizing the core
Open coding
Axial coding
Selective coding
Deriving the key words
2. 3.1.
To realize the core of the service with basis which is from real user's experience
Context - #Focus B : B.1 In-depth interview Development DeliveryProject brief Background 3
Interview
• Founded in August 2008 • 33,000 cities and 192 countries • Users must register a personal profile • Profile / Recommendations by other users /
Reviews by previous guests / A response rating
• a hospitality exchange and social networking service / Founded in 2003 • 700,0000 members and 10,0000 cities • For free ( = Host is like a volunteer ) • Surfers stay as a guest at a Host’s house
& Join an event with host
& Exchange different countries’s daily life and culture
< The representative company >
INTERVIEW USERS TO UNDERSTAND HOW PEOPLE USE SHARING ACCOMMODATION SERVICE
Context - #Focus B : B.1 In-depth interview Development DeliveryProject brief Background 3
Interview Period : June 27 ~ July 15, 2014
Target : Tourists who experience to use this service
Goal : What they experience / What they want to get with this service
Airbnb user Couch-surfing user
Ahn Hyewon ( 30, Designer )
Choi Nuri ( 30, Design Magazine Editor)
Seo Jul ( 30, Designer )
Park Suhyun ( 28, Trou de lapin CEO )
Chang Seohyun ( 23, Student )
Kim Wonjeong ( 24, Student )
Ha Museong ( 31, PD )
Justian ( 23, Student )
Jeong Jieun ( 25, Student )
Kim Soomin ( 25, Student )
< Ask about the experience of Sharing accommodation Service >
Context - #Focus B : B.1 In-depth interview Development DeliveryProject brief Background 3
Travel motive
Differentiation
Customer journey map : 8
It is derived from “Shopper Marketing” by Cheil worldwide
Access the site
Set up Location
Set up Price range
Searching about Host
Checking Host’s
referenceContact Reservation
The question is along with this process
Context - #Focus B : B.1 In-depth interview Development DeliveryProject brief Background 3
category sub category concept
Tap the review
review about facilities User are filtering information by inside house photos because they pay
reference about host Review is high credibility standard to decide accommodation
Interaction through messages It is the official way to contact and make a booking with host
Communicate aspect of language with host When host and user meet, they feel hard to communicate because of language ( also message)
Evaluate
about host’s profile It is filtering standard to decide accommodation like price and quality of facility ( related with safety )
pictures of house(by host) Some users experience difference between photo by host and real house about inside house
Get the information get a local information Users want to get special local information
like nice restaurant or cafe
- AirbnbOpen coding
Axial coding
Selective coding
Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3
category sub category concept
Appeal
Introduce surfer-selfMake pre-image by profile
/ it is the official way to introduce by themselves
Impactive message (host & surfer)
Surfer have to write attractive message because it is only way to communicate
directly with host
Circulate
to be host after experienceWhen surfer get meaningful experience with host, they try to be a host after travel (return
favor they received)
Tell own experience to other surfer Write a reference about host in the site (+ positive/negative)
Collaborate Synergy to make a complete trip
It is completed perfect travel by satisfying cultural-learning needs each other
Understand
in Conversation(language) When they communicate by messages, they understand through tone of writing
Different culture Understand each culture by sharing different knowledge and experience
Open coding
Axial coding
Selective coding
- Couchsurfing
Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3
category sub category concept
Learning
for exchange cultureIt is purpose to use couch-surfing /
they discover cultural differences by meeting and having a conversation and understand
Responsibility for manner Surfers learn their own culture to introduce to host before the travel
Link (getting know)
to decide a host Message and checking profile are the elements to contact and accept each other
After decide, make a friendship
Getting closer through conversation during travel
Recommend
Symbol of surfer’s experience It is important element to proof previous experiences
to Guarantee each other It makes the credibility
networking
Make a friend(networking) Make global networking through all the process
“Group” for activity Surfer can do something that is difficult to try alone during travel
Open coding
Axial coding
Selective coding
- Couchsurfing
Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3
keyword Tap the review,Evaluate-a
Interact,Communicate!
(message)
Traveling
Communicate!(Real
Evaluate-b(review & guarantee
ExpectProfile Review
+Travel motive
Differentiation
Access the site
Set up Location
Set up Price range
Searching about Host
Checking reference Contact Reservation After travel
Axial coding
Selective coding
- Airbnb
Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3
Intervening condition
• Anxiety about photos and text by host are only way to make a decision • Host doesn’t have local information • Difficulty of communication(language)
Consequences
• High satisfaction about low price • Increasing satisfaction to experience a local life • selectable various location with reasonable price
Main phenomenon
• Evaluate • Interaction • Expectation
Casual condition
• Limit of Package tour ( accommodation ) a limited selection / high price / lack of variety• Fantasy about living abroad • Escapism needs • Want to experience in different culture
Travel motive
Action / Interaction
• Ask writing reference to foreign friends • Disappoint to different between real and photo • Considering detail information about Host • Filtering based on References
Searching Information
Axial coding
Selective coding
- Airbnb
Appeal Learning,!(exchange culture)
Understand-2,!Collaborate
recommend,!Circulate
connectionProfile Evaluate
Understand-1,!Link (message)
synergy
TravelingTravel motive
Differentiation
Access the site
Set up Location
Write personal history
Searching about Host
Checking reference Contact Reservation After travel
keyword
Axial coding
Selective coding
- Couchsurfing
Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3
Intervening condition• Limit of message contact • The uncertainty of reference credibility • Have to countless try to meet host
Consequences
• Build up credible reference • High level of travel satisfaction • Make global networking
Main phenomenon
• Learning!• Networking!• Recommending
Action / Interaction
• Controlling flexibly schedule • Increasing host dependability • Try diverse exchange & learning way • Actively making networking ( + natural ) • Guarantee each other • Ask writing reference for foreign friends
Casual condition
• Learning needs about different culture • Needs to make global networking • Lack of trustworthy meeting chance • Dissatisfaction with monotonous travel
Travel motive
During Travel
Axial coding
Selective coding
- Couchsurfing
• Airbnb users have expectation about house facility because their payment so house mood, design and hygiene are main conditions to make a decision. !
• Couch-surfing is staying for free so tourists have expectation of meeting with host than house quality and they remember the travel like a story.
Airbnb Couch-surfing
tap the review, interact!communicate, evaluate!
get information, review(reference),!profile, host, expectation
appeal, circulate, collaborate, understand, learning, link(getting know)!
recommend, networking,!profile,evaluation,connection,!
synergy, host, surfer
both each
Selective coding
Context - #Focus B : B.2 Data Analysis Development DeliveryProject brief Background 3
Through interview, when tourist participates local person’s personal event
like birthday party or meeting friends, they remember more positive travel like a good story
and have high satisfaction of travel what for new experiences
Positive Conditions / Causes
Meeting local people
itself
Host’s networking
Host’s information
Directly cultural
experience
Have a conversation
Context - #Focus B.2- 4) Discussion Development DeliveryProject brief Background 3
People use sharing accommodation service
to develop themselves and learn the new culture
as an alternative to package travel,
but
How and why having a conversation and meeting with local people
make increasing a travel-satisfaction?
Context - #Focus B.2- 4) Discussion Development DeliveryProject brief Background 3
It can be explained the functions of conversation
on previous literature review.
Human’s growth needs are satisfied
by interaction with others.
!
Conversation is one type of this interaction.
= Typical interaction is ‘CONVERSATION’
From the aspect of Symbolic interactionism, an individual wants to achieve their purpose
by interaction with others !
Manis & Meltzer referred that symbolic interactionism is based on the importance of cognition, interaction,
spontaneous will, group and so on.
literature review p09
Context - #Focus B.2- 4) Discussion Development DeliveryProject brief Background 3
In short,
People use sharing accommodation service
to learn and to have new and enough communication.
This service give the opportunity to grow up themselves
by meeting local people and having a conversation with them.
!In this process,
they build a bonding networking up by sharing some part of them
and this bonding networking has a big role to increase travel satisfaction
because tourist can get indigenous information
and melt into local life than packaging travel.
!This service provide the chance to new exchange
not only tourist but also local people
so they make an enrich travel together.
!after travel, they guarantee each other to write review(reference)
and share with other member.
Purpose
Advantage
needed elements
Result
Context - #Focus B.2- 4) Discussion Development DeliveryProject brief Background 3
Conversation,
Bonding networking,
Melting into local life,
New opportunity to meet and learn
Improve the problem of high dependence to reference(review)
+
: New travel service have to include this elements
Context - #Focus B.2- 5) Conclusion Development DeliveryProject brief Background 3
According to study,
online information collector(tourist) is affected
not only the quality of information
but also the credibility of information provider.
: The parts of necessary credibility in information
living information
which is verified by interaction
offers utility and high level credibility
!2. information provider
(trustee)
Mayer et al.(1995)
Ability
Benevolence
Integrity
Expertise,
Trustworthiness,
Dynamism,
Objectivity
1. information
The elements to make credibility
Context - #Focus B.2- 6) Additional investigation Development DeliveryProject brief Background 3
is want to meet during
reference (confirm)
conversation /story
experience new culture
review community (group)
topic/ category
local economy
social networking
ibidem (in the same place)
meeting local life
local info
local place
location
check-in
Tourist Local people
travel service !+!
matching serviceare learning about
with/fun
can help
write a
create!& join
new friends
to certificate
in connecting byis sharing!& achieving
is base of
make a result tohas
make a
is focused on is based
is certificated by
let them know !whether they are
real-time
Travel
= the service which it is environment to expose to
new themselves
Development - 1) Concept Model process Development DeliveryProject brief Background 4Context
It encourages to make in-depth networking between tourist and local people and Previous experience would be a guide for new experience to other members.!!
!
1. It is shown divided global networking as bridge relationship and bonding relationship!2. Creating Group is to make the feeling of belonging ( encourage to meet more)!3. Their meeting is verified in realtime verify ; Check-in ( to increase the trust about review & reference )!4. The review is authorized to assign the badge in according to their meeting contents
SERVICE TAG LINE !Tourist networking-driven service / Tourist networking improvement service
SERVICE CONCPET
Development - 2) Service Concept Development DeliveryProject brief Background 4Context
SERVICE TAG LINE Tourist networking-driven service / Tourist networking improvement service
Conversation depth networking Groping meet&learn
Improve review’s trusty
- Group naming!- Sharing contents!- Group chatting !- Group History!- Write review ! (after meeting)
- Check-in & Tag Friend! (realtime verify) The badge is increasing!
to experience level
- Friends curation ! based on interesting ! & meeting goal!!- Messaging!(no meeting but exchange!info. -> can give info badge)!Writer assign the !
specific badge
- Level of experience! Info / Experience meeting
Review
- Show networking ! depth
1time!over 2 timesmeeting
- Messaging!!- Meeting up !
Development - 2) Service Concept Development DeliveryProject brief Background 4Context
My Profile Discovery Contact
- Personal info.!- Background / ability!- The level of Experience!- Current state of friends
networking
- Appoint location!- Friends curation ! based on interesting ! & meeting goal
- Messaging
Group Create
- Group naming!- Date/Time/Location/
Contents!- Group chatting !- Group History!- Write review ! (after meeting)
Real-meeting Write Review
- Check-in & Tag Friend! (realtime verify)
- Evaluate each other!(Assign the specific badge)!- The badge is increasing! to experience level
: Endeavor to make trust
: Strengthen trust
MAIN PAGE
Kim, H.S (2004) Making a credibility in e-commerce
Delivery - 1) Information Architecture Project brief Background 5Context Development
Delivery - 2) GUI design - Wireframe Project brief Background 5Context Development
- Level of experience!
- Messaging
- no meeting but exchange! info. -> can give info badge
Delivery - 2) GUI design - Wireframe Project brief Background 5Context Development
- Show networking ! depth
- Show networking ! depth
- Group naming!- Sharing contents!- Group chatting !- Group History!- Write review ! (after meeting)
- Friends curation ! based on interesting !
& meeting goal!
- Writer assign the ! specific badge- Check-in & Tag Friend!
(realtime verify)
First, choose!wheter you are tourist!
or local people!
Cliping your global friends !
Delivery - 2) GUI design Project brief Background 5Context Development
Delivery - 2) GUI design Project brief Background 5Context Development
Delivery - 3) Service Scenario Project brief Background 5Context Development
London, UK
Delivery - 3) Service Scenario Project brief Background 5Context Development
Meeting
NFC
Delivery - 3) Service Scenario Project brief Background 5Context Development
Delivery - 3) Service Scenario Project brief Background 5Context Development
Meeting more
Thank you !
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References6
Stickdorn, M and Schneider, J, (2010) This is service design thinking. Amsterdam, Netherlands : BIS.!Kim, J.H and Park, M.N (19 May 2010) Theorizing Dialogic Functions of Mobile Social Media: Exploring the Significance of Smartphone-based Social Media from the Perspective of Dialogue Theories, Seoul : Yonsei University (Accessed: 17 July 2014).!Lee, S.H (March 2013) SERI REPORT ‘THE STRATEGY TO INNOVATE USER EXPERIENCE WITH DIGITAL TECHNOLOGY’, Seoul : SERI (Accessed: 17 July 2014).!Seo, U.J (November 2012) THE TIP OF MAKING STAR FOLLOWER, Seoul : SERI (Accessed: 17 July 2014).!Cheil Worldwide (2012) Shopper Marketing. Seoul : Cheil Worldwide and The Distribution Economics Institute of Japan.
References6