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A Service Design Thinking For Online Travel Agencies In China

Zhang Xincheng Pan Young Hwan

Dept of Interaction Design Lab

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http://events.36kr.com/happy-new-year/5.html

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Size of OTA market in China

Iresearch, Annual report of China online travel industry, 2015

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• A better tourism infrastructure （ hardware&software ）

• The expansion of china’s middle class• Relaxation of visa procedures• Favourable exchange rates

Several factors encouraging tourism

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• Major giant company such as Ali, Baidu and Tencent entered the market, providing intense competition ， many of them capture the market by burning cash;

• Airlines and hotels are increasing their efforts in direct sale;• The behavior in pursuit profit maximization caused

amounted complaints about extra charges, refunds and issues.

Challenges of China’s OTA

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Tourism

Transportation

Accommodation

Entertainment

Purchase

Sightseeing

Eating

Six Elements of Tourism

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What is Service Design Service design is about making what you do more

useful, usable & desirable for your users, and more efficient, effective & valuable for you- everyone loves a great experience.

Service design is a human-centered approach that focuses on customer experience and the quality of service encountered as the key value for success.

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Journey Map and Touch Point in Service Design

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Stakeholders of Online Travel

Service system of online travel agency

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China OTA market share in 2014

Major players

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User System

Staff

Hotel

Touchpoints in Accommodation

InfrastructureTouchpoint

A service design thinking for accommodation

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A service design thinking for vacation

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• This paper focuses on China online travel industry analysis with service design thinking, and set out to answer the question: How to improve Customer experience in the perspective of online travel agencies; What are the feasible methods for online travel agencies can use to gain deeper insights about their customers’ needs, wants and dreams?

• In addition, researchers believe that service design maybe also an effective measuring standard for OTA industry, we will continue to study with it.

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Thank You