A practical project of new service design in the tourism industry : Case Anttolanhovi
Rytkönen, Johanna (2014)
Rytkönen, Johanna
Lapin ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014111715788
https://urn.fi/URN:NBN:fi:amk-2014111715788
Tiivistelmä
The topic of the thesis is new service development in the context of tourism industry. The objective of the research is to create new activities that the commissioner can provide to its customers outside summer season, when the occupancy rate is lower than during the peak. The thesis is done for Anttolanhovi, a tourism resort located close to Mikkeli on the shore of Saimaa.
The research was completed as a qualitative case study. Methods of user-driven innovation were used. Customers were invited to participate in the project through an open call for innovation and through group interviews. In addition, observation and expert interview were used. Data gathered through these methods was analyzed through content analysis.
The empirical research indicates that it is not the activities themselves that create problems for the case company. There seems to be space for strategic definition of target customer segments. Therefore, there seems to be challenges in the case company’s decision making processes, specifically in view of committing to long-term goals, which could also create hindrances establishing a recognizable profile. It could also pose challenges for product development, if the company tries to provide products that suit all customers' needs. The research indicates that there also seems to be space for enhanced communication about the activities available. It is suggested that the company assesses its current customer groups and makes a strategic decision about which groups to target in the future. Regarding product development it is suggested that in the future the memorability of the experiences is enhanced through story based design.
The research was completed as a qualitative case study. Methods of user-driven innovation were used. Customers were invited to participate in the project through an open call for innovation and through group interviews. In addition, observation and expert interview were used. Data gathered through these methods was analyzed through content analysis.
The empirical research indicates that it is not the activities themselves that create problems for the case company. There seems to be space for strategic definition of target customer segments. Therefore, there seems to be challenges in the case company’s decision making processes, specifically in view of committing to long-term goals, which could also create hindrances establishing a recognizable profile. It could also pose challenges for product development, if the company tries to provide products that suit all customers' needs. The research indicates that there also seems to be space for enhanced communication about the activities available. It is suggested that the company assesses its current customer groups and makes a strategic decision about which groups to target in the future. Regarding product development it is suggested that in the future the memorability of the experiences is enhanced through story based design.