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
BACKGROUND
TARGET GROUP - MILLENNIAL CHINESE TOURISTS
STAKEHOLDER - RESIDENTS IN EUROPEAN MAJOR URBAN DESTINATIONS
SECONDARY RESEARCH OBJECTIVES & METHODS
OBJECTIVES
Gain Basic Knowledge of Tourism Industry
Interaction between Tourists and Locals (especially over heated topics)
Millennial Chinese Tourists Habits
Overtourism Phenomenon
Tourism in Amsterdam
Definition of Local Identity
Literature Review
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
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Millennial Chinese Tourists
Travel Agency Personnel
Residents in Amsterdam
Tourism-Centric Business Owner
OBJECTIVES
METHODOLOGY
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61
Survey
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44
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.
One-on-One Interview
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4
One-on-One Interview
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7
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
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
#2 Tourism Industry is Purely Consumptive and Lacks Socio-Cultural Value
#3 Interaction between Local Residents and Tourists Has Space to Grow
DESIGN PRINCIPLES
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The new design should better assist younger generation Chinese tourists to build empathy on local residents’ life.
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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
A service that better prepares millennial Chinese tourists to become responsible travelers and bring in socio-cultural values to tourism destinations
BRANDING
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
SERVICE OVERVIEW
WHY WECHAT MINI-PROGRAM
WeChat mini-program is the platform of this service due to its popularity and convenience among millennial Chinese users
USER JOURNEY
Awareness
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.
The mini-program also advertises the flight deals to unpopular destinations provided by KLM.
BENEFITS
For Tourists
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
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
