Service Design in Tourism: Encouraging a Cooperative Relationship Between Professional Design and Non-professional Design

  • Tatsunori HaraEmail author
  • Kazuhiro Aoyama
  • Yohei Kurata
  • Naoto Yabe
Part of the Service Science: Research and Innovations in the Service Economy book series (SSRI)


Research on service design is not explored enough in the emergent field of service science. Referred to as a prosumer, a customer can be not only consumer but also may participate in design processes of service for better customer experience. This chapter argues for establishing a methodology to engineer competitive services by bridging “professional design by provider” and “non-professional design by customer,” while taking a tourism service as an example. The tourism service is a typical service in which a customer’s activities are greatly emphasized, while its design processes are similar to those of physical products. Furthermore, non-professional designs by free individual travelers can be seen naturally. In the case study, analysis of tourist activities by using GPS logger is conducted to obtain a basis for design of sightseeing tours. Then the two design support systems are developed: Interactive tour planning system for travelers and design support system of tour lineup for travel agencies. Based on these design support systems, an ecosystem in tourism sustained by travel agency, free individual travelers and users of packaged tours is illustrated.


Service engineering Service design Customization Personalization Value co-creation 



This research is supported by Service Science, Solutions and Foundation Integrated Research Program, Research Institute of Science and Technology for Society (RISTEX), Japan Science and Technology Agency (JST).


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Copyright information

© Springer Science+Business Media New York 2016

Authors and Affiliations

  • Tatsunori Hara
    • 1
    Email author
  • Kazuhiro Aoyama
    • 1
  • Yohei Kurata
    • 2
  • Naoto Yabe
    • 3
  1. 1.The University of TokyoTokyoJapan
  2. 2.Tokyo Metropolitan UniversityHachiojiJapan
  3. 3.Joetsu University of EducationJoetsuJapan

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