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Mobile ethnography as a new research tool for customer-driven destination management - A case study of applied service design in St. Anton, Austria

CAUTHE 2012: The new golden age of tourism and hospitality; Book 2; Proceedings of the 22nd Annual Conference

Abstract: While the value of a strategic design process is widely known and applied to products, its application to services can be still considered as rather new. Tourism as a service industry strongly relies on positive customer experiences particularly since the marketing focus slowly shifts from communication to individually-perceived service quality due to the transparency through social media. Therefore, destinations and their service providers have to constantly manage the customer experience of their guests. The EU funded research project "Service Design in Tourism" analyzes the applicability of mobile ethnography in tourism. Mobile ethnography is a research approach to identify, evaluate and document the customer journey through a smartphone application. The data can be analyzed to reveal both positive and negative touchpoints of a whole destination. The paper reports on the findings of one of seven pilot regions which apply mobile ethnography in St. Anton in Austria.

To cite this article: Frischhut, Birgit; Stickdorn, Marc and Zehrer, Anita. Mobile ethnography as a new research tool for customer-driven destination management - A case study of applied service design in St. Anton, Austria [online]. In: CAUTHE 2012: The new golden age of tourism and hospitality; Book 2; Proceedings of the 22nd Annual Conference. Melbourne, Vic.: La Trobe University, 2012: 161-167. Availability: <http://search.informit.com.au/documentSummary;dn=225113167975324;res=IELBUS> ISBN: 9780987050724. [cited 22 Jul 17].

Personal Author: Frischhut, Birgit; Stickdorn, Marc; Zehrer, Anita; Source: In: CAUTHE 2012: The new golden age of tourism and hospitality; Book 2; Proceedings of the 22nd Annual Conference. Melbourne, Vic.: La Trobe University, 2012: 161-167. DOI: Document Type: Conference Paper ISBN: 9780987050724 Subject: Customer services--Technological innovations; Tourism--Technological innovations;

Database: Business Collection