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UX / UI

Overtourism in European Major Urban Tourism Destinations

A service that better prepares millennial Chinese tourists to become responsible travelers and bring in socio-cultural values to tourism destinations

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BACKGROUND

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TARGET GROUP - MILLENNIAL CHINESE TOURISTS

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STAKEHOLDER - RESIDENTS IN EUROPEAN MAJOR URBAN DESTINATIONS

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SECONDARY RESEARCH OBJECTIVES & METHODS

OBJECTIVES

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Gain Basic Knowledge of Tourism Industry

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Interaction between Tourists and Locals (especially over heated topics)

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Millennial Chinese Tourists Habits

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Overtourism Phenomenon

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Tourism in Amsterdam

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Definition of Local Identity

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Literature Review

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Social Media Research

The researcher typed “Travel Amsterdam” in YouTube and viewed the comment session in related videos as well as searched by hashtags on Twitter and Instagram.

Documents/reports and papers have been downloaded from the databases accessible on the Internet, such as UNWTO, World Travel & Tourism Council (WTTC), World Tourism Cities Federation (WTCF), MPDI, Taylor & Francis Online, etc. 

METHODOLOGY

PRIMARY RESEARCH OBJECTIVES & METHODS

PARTICIPANTS

METHODOLOGY

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Millennial Chinese Tourists

Travel Agency Personnel

Residents in Amsterdam

Tourism-Centric Business Owner

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Survey

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Survey

In order to reach a fairly big number of participants in a short amount of time and overcome the time differences between the US, the Netherlands, and China, online survey was utilized in this study. 

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One-on-One Interview

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One-on-One Interview

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Interview is utilized in the research in order to understand the reasons behind the painpoints in traveling and trip researching, as well as hearing travel stories from millennial Chinese tourists.

The researcher aims to further understand the relationship between self-identity as well as local identity through talking to some residents in Amsterdam

OBJECTIVES

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Self Immersion

In order to better build empathy on both tourists and residents as well as see the interaction between both groups, the researcher lived in Amsterdam for a month.

MAIN INSIGHTS

#1 Tourists Are Not Well Informed Before Travel

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#2 Tourism Industry is Purely Consumptive and Lacks Socio-Cultural Value

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#3 Interaction between Local Residents and Tourists Has Space to Grow

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DESIGN PRINCIPLES

1

The new design should better assist younger generation Chinese tourists to build empathy on local residents’ life.

2

The new design should encourage tourists to bring social value to the destinations. 

3

The new design should explore communication channels between tourists and local residents beyond financial linkage and benefit local residents on a personal level.

INITIAL CONCEPTS & VALIDATION

After generating the initial concepts based on previous research, users (tourists & residents), as well as related professionals (a business professor, are reached out in order to validate the ideas. Ideas with more positive feedbacks are selected and move on with.

DESIGN STATEMENT

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A service that better prepares millennial Chinese tourists to become responsible travelers and bring in socio-cultural values to tourism destinations

BRANDING

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The name is inspired by a Chinese idiom meaning “packed with tourists”. By changing the last character, the pronunciation stays the same but the meaning becomes “if tourists know”.

PARTNERS

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SERVICE OVERVIEW

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WHY WECHAT MINI-PROGRAM

WeChat mini-program is the platform of this service due to its popularity and convenience among millennial Chinese users

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USER JOURNEY

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Awareness

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The mini-program detects the end destinations of the tourist thanks to KLM database. The tourist needs to complete the whole itinerary by selecting other stops in his trips

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The mini-program detects the end destinations of the tourist thanks to KLM database. The tourist needs to complete the whole itinerary by selecting other stops in his trips

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Sharing discount code in local cafes as an icebreaker for communication between local residents and tourists

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From the mini-program, tourists can link to                                      to check out destinations around the city.

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The profile page has the recap of the past trips and the break down of all the achievements of the tourist.

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The mini-program also advertises the flight deals to unpopular destinations provided by KLM.

BENEFITS

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For Tourists

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For Residents

Authentic Travel Experience

Changing Stereotypical Picture of Chinese Tourists

Discount Air Tickets / Mileage

Sharable Achievements

Better Living Environment

More Personal Level Benefit from Tourism

Potential Friendship / Connection

For Business Partners

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More Awareness in East Asia

Bigger Amount of Customer Base

Better PR Image

Better City Reputation

Less Nuisance in the city

Higher Popularity

Positive Perception among Local Residents

Better PR Image

BLUE PRINT

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